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Jim Beam launches canned Highballs 5th May, 2021 by Nicola Carruthers Bourbon brand Jim Beam has expanded its ready-to-drink offering with two new canned Highballs. Jim Beam is seeking to attract beer drinkers with its new canned Highballs The latest additions to the Jim Beam range are Jim Beam Highball and Jim Beam Ginger Highball. The canned offerings have an ABV of 5%. The expressions seek to offer drinkers a ‘refreshing, convenient alternative to beer’ and are inspired by the ‘sessionable’ Highball cocktails. “We know that so many drinkers get tired of beer and crave something refreshing, lighter and more balanced,” said Malini Patel, managing director for the James B Beam Distilling Co at Beam Suntory. ....
This post is sponsored by Beam Suntory. The pandemic has changed the way that many people purchase and consume alcohol. Instead of drinking outside at clubs or bars, more consumers are now drinking at home with their friends and family – often to de-stress after a long day working from home (WFH). The chance to relax with co-workers and friends after office hours has vanished because of WFH routines, but people still want to unwind after work. Jim Beam has stayed ahead of this trend with the Jim Beam Highball. An easy-to-make drink, its crisp and zesty taste makes it ideal for a relaxing way to finish the end of the day. Consumers can enjoy it without overindulging, as it is light enough for someone to have a fun night, but still be bright-eyed and ready for work the next day. ....
Jim Beam targets ‘bored beer fans’ with Highballs 7th January, 2021 by Owen Bellwood Bourbon brand Jim Beam has launched a new campaign that promotes its signature Highball serve as an alternative for ‘bored beer fans’. Jim Beam will host Beam Gardens pop-ups across the US The new campaign launched across the US this month and encourages drinkers to order the Jim Beam Highball when they’re looking for a ‘light and refreshing’ option instead of a beer. The Highball drink is made by mixing Jim Beam Bourbon with ice and ginger ale. The campaign first aired on 4 January with a TV spot titled Need a Break From Beer. The advert featured ‘classic beer tropes’, including a traditionally dressed German couple ordering a Bavarian-style hefeweizen, a man pushing a ‘dark, heavy brew’, and a pair of hipsters offering an India pale ale. ....
For many drinkers, there’s nothing more refreshing than a nice cold beer. One liquor maker, however, is hoping to break people out of the habit of just going straight to beer when they need to unwind. Jim Beam is launching a new marketing campaign that asks beer drinkers to take a break from beer. According to a press release, the campaign kicks off in early January and is dubbed “Need a Break From Beer.” The company isn’t just asking drinkers to change up their drinks, either. Jim Beam is promoting the Jim Beam Highball as a specific alternative to beer. The cocktail is simply just a combination of Jim Beam Bourbon, ice and ginger ale. ....