Red Stag is described by supplier Maxxium as the first flavoured bourbon to appear in the British market.
The company says the product – made with four-year-old whiskey infused with black cherry flavours – is aimed mainly at professional men between 18 and 24. It is designed to be drunk on its own or with cola.
Maxxium says that cherries have been associated with bourbon culture since the 1800s when the Manhattan cocktail first appeared.
It promises a “significant investment programme including consumer activity, on and off-trade promotions and a PR campaign”. Sampling will form a key part of the strategy to help Red Stag replicate its success in the USA, where it now sells more than 200,000 cases annually.
Marketing controller Eileen Livingston said: “Flavoured spirits have become increasingly popular and Red Stag allows Jim Beam to introduce bourbon to new drinkers who wouldn’t normally drink it.
“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, Waverley TBS and Matthew Clark Wholesale.
“Coupled with a strong and robust marketing plan, we are confident Red Stag will become one of the most successful launches this year.”