Click through to see Beam Global Spirits & Wines Red Stag by Jim Beam

Click through to see Beam Global Spirits & Wine's Red Stag by Jim Beam

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Beam Global Spirits & Wine has lined up its Red Stag by Jim Beam flavoured Bourbon for the UK and for Europe's travel retail channel.

The company, which launched the variant in the US in 2009, announced yesterday (18 April) that it will use its sales and distribution joint venture with The Edrington Group, Maxxium, to bring Red Stag to the UK and EUrope's airports.

The 40% abv flavoured Bourbon is made with four-year-old Jim Beam and natural black cherry flavouring. It will retail in the UK at GBP21.75 (US$35.50) per 75cl bottle, and for EUR17.99 (US$25.75) per 1-litre bottle in Europe's travel retail channel. 

A “significant” investment programme, which will include consumer activity, on- and off-trade promotions and a PR campaign, will support the UK launch. Consumer activity will include sampling at festivals nationwide, social media and advertising. On- and off-trade activity will focus on sampling and “engaging visibility at point of purchase”.

Also, a pan-European investment programme, including six months of sampling in key airport locations, will kick off this spring across the UK, Germany and other European airports. The sampling will feature sampling bars and promotional material, such as branded chilled shot machines.