Red Stag gets hardcore
16th August, 2013 by Gabriel Stone
Jim Beam is extending its flavoured Bourbon range to tap into the booming US cider trend with the launch of Red Stag Hardcore Cider.
The 40% abv Kentucky Bourbon whiskey is infused with cider, as well as caramel and vanilla flavours. It marks the fourth expression within the Red Stag range, joining the existing Black Cherry, Honey Tea and Spiced Cinnamon styles.
Both Bourbon and cider have been enjoying strong growth in the US in recent years. According to the Distilled Spirits Council of the United States (DISCUS), domestic volume sales of US Bourbon and Tennessee whiskey grew by 13.2% between 2007 and 2012, with a particularly strong performance from the higher end of the category.
Meanwhile analyst Companies & Markets reported a volume sales increase for the US cider market of 44% between 2008 and 2012. The growth opportunity has seen major brewers such as AB Inbev and MillerCoors move into the cider category. Last year Magners’ owner C&C acquired Vermont Hard Cider Co, which holds a 41% share of the US cider market.
Red Stag Hardcore Cider is currently being rolled out across the US with an RRP of $17.99 for a 750ml bottle. Brand owner Beam Inc has no current plans for the extension to join Black Cherry in the UK.