Jim Beam has launched a new peach flavour bourbon, available to Londis and Budgens retailers from April.

Available initially as a three-month exclusive to Asda, the new bourbon is designed to cater to the one-in-four consumers preferring peach-flavoured cocktails in the UK.

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The supplier said it is best served neat or with soda water as part of a highball cocktail, and has an RRP of £18.

Nick Ganich, head of Beam Suntory brands at Edrington-Beam Suntory UK, said the new addition aims to also attract new consumers to the brand, “with the opportunity to drive peach-flavoured whiskey share growth within the category and become the market leader.”

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He added: “Jim Beam Peach joins our extensive range of flavoured bourbon and gives us a great opportunity to appeal to a younger and wider audience with this fruit flavour.”

The supplier told betterRetailing that it is in talks with more distribution partners.

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