Maxxium UK has launched what it claims is the first ever flavoured bourbon in the UK market as it looks to redefine the ageing category.

Red Stag By Jim Beam is made with four-year-old Jim Bean bourbon whiskey, infused with natural black cherry flavours.

Positioned as ‘A different breed of bourbon’ to be enjoyed either as a chilled single-serve or in cocktails, the 40% abv spirit is pitched at drinkers aged 18-24. It will be backed by consumer sampling and a TV campaign debuting in the summer.

Red Stag is available in Asda now and hit the other mults next month. Further listings have already been secured in the wholesale and cash & carry channels.

Maxxium hopes to replicate the spirit’s success in the US, where 200,000 cases were sold last year following its 2009 launch. The company said the brand would recruit younger consumers to the category and add contemporary relevance to Jim Bean.

“Flavour twists are a good way of innovating in the category,” said Red Stag UK marketing controller Eileen Livingstone.

“Golden rum, imported whiskies and liqueurs and specialities are the best-performing categories in the UK off trade and we’re hoping this is where we’ll bring the younger consumers from.”

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