Jim Beam Honey to hit the off-trade

15 October, 2012

Jim Beam Honey is making a beeline for the off-trade after an on-trade launch in March was hailed as a success by distributor Maxxium UK.

From mid-October the honey-infused bourbon will be rolled out across multiple grocers, independent specialists and luxury retail outlets.
Eileen Livingston, Maxxium UK’s marketing controller for imported whiskeys, said: “It has been extremely well received by consumers in the on-trade due to its authentic honey flavour.

“Availability in take-home will deliver even greater access to consumers who have an appetite for flavoured spirits and are looking to be inspired to try something new – particularly as we head into the Christmas season.”

And, referring to MAT Nielsen take home data to 18/8/12, she added: “We are recruiting new consumers into the brand whilst driving excitement around bourbon, evidenced by category-busting growth of 18% in the last year, versus total imported whisky, which grew by 3%.

“In the past 18 months alone, we have launched Red Stag by Jim Beam, the first ever cherry infused bourbon, Jim Beam Honey, the first ever honey-infused bourbon and most recently Devil’s Cut, a first-of-its-kind innovation for premium bourbon drinkers.”

Jim Beam Honey is made with four-year-old bourbon, infused with natural honey, and bottled at 35% abv.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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