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Beam To Unveil Two Red Stag Extensions For 2012

October 25, 2011

Beam Inc.’s director of U.S. Bourbons Rob Mason told Shanken News Daily that the company will add two new extensions to its fast-growing Red Stag flavored Bourbon brand next year. In addition to the original cherry-infused variant ($17.99 a 750-ml.), the Red Stag lineup will soon include Red Stag Spiced and Red Stag Honey Tea. Since launching in 2009, Red Stag has emerged as one of the industry’s more dynamic innovations and reinvigorated the Jim Beam franchise. It was the largest brand among Impact’s 2010 “Hot Prospect” winners, more than doubling to 191,000 cases last year. By the end of 2011, Mason predicts it will surpass 250,000 cases.

“Red Stag has created an entire new segment around flavors in the world of Bourbon,” says Mason. “It’s bringing many new consumers into the category—most importantly, women.” The brand’s reach is also expanding globally. Beam is also launching Red Stag into several international markets, including Canada and Germany.

Meanwhile, Beam recently upped its investment in another Bourbon innovation, Devil’s Cut ($23.99), extending Jim Beam’s partnership with musician Kid Rock for the offshoot’s “Unleash Your Spirit” promotion. A 90-proof Bourbon blended with extracted barrel-trapped liquid, Devil’s Cut originally launched in the U.S. in May.

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