Jim Beam taps into format demand with broader range
BOURBON brand Jim Beam has expanded on its range with the introduction of a new price-marked 350ml bottle format.
Available now, the new bottle size has rolled out across the core Jim Beam White variant as well as its flavoured range to give retailers a broader range of pack sizes to choose from and offer a more accessible price-point for consumers.
In addition to Jim Beam White, both the Jim Beam Pineapple and Jim Beam Black Cherry variants have rolled out in the 350ml format.
The launch comes during a time when smaller bottle formats, between 200ml to 500ml, have been growing in popularity across the off-trade. According to Nielsen data, sales for the smaller bottle formats have been growing, while traditional full-sized spirits have been in decline across the symbol and independent stores.
The new range comes in both standard and price-marked pack formats with an on-pack price of £11.89 per bottle and is available from Booker, Bestway, Parfetts, United Wholesale and Co-op, with more to follow.
Frederick Holt, marketing manager for bourbon & portfolio brands at Suntory Global Spirits, said: “Jim Beam is the world’s No.1 bourbon, and we want more people across the UK to discover exactly why.
“This 350ml launch makes that easier than ever before, whether it’s someone picking up our award-winning whiskey for the very first time or a loyal Jim Beam drinker finding a new way to enjoy it. And this is just the start; we’ve got big plans for Jim Beam in 2027, with shoppers set to see the brand show up across the UK more often.”
Nick Temperley, managing director UK & Ireland at Suntory Global Spirits, said: “We’re seeing a real shift in how shoppers are buying spirits, and fractional formats are right at the heart of it. For convenience and wholesale, where choice, price point and smart use of shelf space all matter, that shift is a big opportunity for us.
“Bringing Jim Beam into 35cl gives our retail partners another way to meet shoppers where they are, and it’s part of a much broader move across our portfolio to get the right formats in front of the right occasions.”
