Jim Beam Bourbon is releasing its third flavoured whiskey offering. Jim Beam Kentucky Fire features the flavour of red hot cinnamon liqueur to deliver a fiery kick and a smooth finish.
"We've led the category in flavour innovation in recent years with Red Stag by Jim Beam, Jim Beam Maple and Jim Beam Honey, but our latest flavour certainly turns up the heat," said Chris Bauder, General Manager of Whiskies at Beam Suntory. "We're thrilled with the initial excitement we've seen for Jim Beam Kentucky Fire and are thrilled to continue to bring new and interesting flavor options to our fans and those who are new to whiskey."
Jim Beam Kentucky Fire is bottled at 70-proof. It delivers an intense, sweet taste that complements the Kentucky Straight Bourbon Whiskey at its base, with a smooth cinnamon finish. Jim Beam Kentucky Fire is intended to be consumed as a shot, chilled, straight, or on the rocks.
To support the launch, Jim Beam will release a collection of digital videos featuring the ultimate cinnamon bourbon-inspired shot rituals for Jim Beam Kentucky Fire fans – proving that there is truly no wrong way to get #FiredUp. Starting in late-September, these videos will be available on Jim Beam's social channels including Facebook, Twitter, and YouTube.
Examples of Jim Beam Kentucky Fire bourbon's tongue-in-cheek shot rituals include:
- "The Slow Burn" (Step one, prepare your palate; step two, take a shot of Jim Beam Kentucky Fire slow)
- "The Kentucky Standard" (Step one, order a round of Jim Beam Kentucky Fire; step two, drink it!)
- "The Kentucky Tycoon" (Order shots of Jim Beam Kentucky Fire for the whole bar, make it rain fire)
As part of the brand's digital marketing campaign in support of the launch, Jim Beam's digital AOR, Mekanism, will run the digital videos on various online, mobile, social and experiential channels, such as Facebook, Twitter, YouTube, ESPN, AOL, Kargo, Viacom, andNBCUniversal. The digital advertisements will run through early November 2014.