The black cherry flavoured bourbon, which is part of the Jim Beam brand, has added £8.5million to the American whiskey category in the last year and is growing at over 103% in volume and over 120% in value in the on-trade.
The excellent brand health of Red Stag coincides with a second run of national TV advertising, which initially appeared on screens in March, airs throughout August on a host of TV channels including: ITV, ITV2, ITV4, Channel 4, E4, Channel 5, 5*, Sky 1, Sky 2, Sky Atlantic, Sky Sports, Sky Sports News, Film4 and More 4. The advert introduces the full Jim Beam portfolio, including Jim Beam White and Jim Beam Honey.
Maxxium UK’s marketing controller for Imported Whiskey, Eileen Livingston said: “The outstanding performance of Red Stag by Jim Beam stems from the wave of new drinkers exploring bourbon through flavour.”
Red Stag was launched in April 2011 and was the first ever flavoured bourbon for the UK market. This was followed in March 2012 by Jim Beam Honey and in September by Devil’s Cut.