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Beam expands RTD portfolio with two new drinks, redesigns Jim Beam cans

DBR Staff Writer Published 27 August 2013

Drinks giant Beam has expanded its ready-to-drink (RTD) portfolio with the addition of two new RTDs, Canadian Club Premium RTD and Canadian Club Summer Crisp, and has given a new look to its Jim Beam RTD cans.

The Canadian Club Premium RTD is stronger with bold taste. It will be soon be joined by Canadian Club Summer Crisp that will initially be trialled in Queensland and Western Australian markets.

Beam Canadian Club & Skinnygirl brand manager Tiffany Madsen was quoted by The Shout as saying that Canadian Club has made significant inroads into expanding the category through its existing RTD offering by converting beer and cider drinkers, and believes adding a premium offering will only increase that conversion rate.

"Releasing a premium, high ABV Canadian Club RTD and expanding on the proven success of Summer Crisp is a logical and aggressive move for Canadian Club, especially leading into the key summer trading period this year," Madsen added.

"We're known as the leaders in Dry RTD variants, and both Canadian Club Premium RTD and Summer Crisp will continue to keep the brand top of mind and stretch the brand to reach more consumers."

In another development, the company has redesigned its Jim Beam cans, which are first featured on its Jim Beam & Zero Sugar Cola, which are rolled out in a new 10-pack can format.

The new designs will soon be applied to Jim Beam White products in the next two to three months time.