Suntory Holdings’ Jim Beam Cola Highball – Product Launch

• Category – RTD, spirits-based, 6% abv
• Available – From 21 September
• Location – Japan
• Price – SRP of JPY160 (US$1.45) per 35cl can

Suntory Holdings has added a cola flavour to its range of Jim Beam ‘highball’ premix RTDs in Japan.

The new variant expands the Jim Beam Highball line, which was the first innovation to come from Suntory’s takeover of Jim Beam owner Beam Inc in 2015. The RTDs were first launched in Japan in 2016, and now include a lemonade version, released earlier this year.

The highball is one of Japan’s most popular whiskey serves and has helped drive growth for Jim Beam Bourbon in the country. Meanwhile, Suntory’s RTD line has also proved successful – according to the group, Jim Beam Highball volumes were up 131% from January to June compared to the year-prior.

Also this month, Suntory’s domestic spirits arm, Suntory Spirits, released a ‘chu-hai’ RTD that contains half the sugar of a regular alcoholic canned cocktail.

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