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Maxxium UK to introduce Jim Beam Lime Splash RTD

DBR Staff Writer Published 25 April 2013

Maxxium UK, a Scotland-based wines and spirits distributor and part of sales and distribution alliance between Beam and The Edrington Group, plans to introduce a new ready-to-drink (RTD) - Jim Beam Lime Splash - in the UK.

The pre-mixed drink, which enjoyed successful run in Germany, is made by blending Jim Beam White Bourbon with lime-lemonade.

Maxxium UK imported whiskeys marketing controller Eileen Livingston was quoted by Harpers as saying, "Flavoured spirits are growing in popularity and Jim Beam Lime Splash taps into this trend while providing a light drink perfectly served in a portable format, ideal for in-home drinking occasions, summer picnics, barbecues and outdoor events such as music festivals."

Jim Beam Lime Splash will be available in 300ml cans at Asda stores from the end of April 2013. The company further plans to roll out the RTD to other stores in later part of the year.

To support the RTD launch in the UK, the company is also carrying out a campaign worth £9m.

Jim Beam Lime Splash joins other drinks from Beam portfolio, including cherry-infused Bourbon Red Stag, Jim Beam Honey and premium Bourbon Devil's Cut.