Red Stag seeks to reinvigorate bourbon

Maxxium UK has announced the launch of Red Stag by Jim Beam – a black cherry-infused bourbon which aims to recruit new drinkers into the bourbon category.

Launched with the hope that it will “redefine bourbon and appeal to consumers both in and outside of the category", Red Stag is aimed predominantly at 18-24 year-old professional males.

Made with four-year-old Jim Beam bourbon, the product is also getting rolled out into European travel retail alongside the UK launch.

Eileen Livingston, marketing controller for Red Stag, told the drinks business: “We feel this is the most exciting thing to happen to the bourbon category for years.

“It’s no secret that many younger drinkers don’t really understand bourbon or it just simply doesn’t appeal to them, so we’re hoping to redefine their perceptions of what bourbon can be.

“It’s meant to be extremely versatile, it can be a cocktail ingredient, a standalone shot or a simple mix with cola.

“Flavoured spirits are in real growth across both the off-trade and on-trade and we hope to capitalise on this growth to bring consumers something totally new.”

Using the tagline “A different breed of bourbon”, the brand will undergo a large nationwide marketing campaign over the course of the summer, including sampling at festivals and marketing activity on social media, advertising and a number of “unique events” to introduce the public to the brand.

Livingston continued: “The opportunity for Red Stag in the UK is huge and it will bring in drinkers from categories including rum, imported whiskies and specialities.

“Retailers in all channels have responded really positively to the launch and we have some great listings lined up including Tesco, Asda, WaverleyTBS and Matthew Clark Wholesale. We are confident Red Stag will become one of the most successful launches this year.”

Alan Lodge, 20.04.2011