Jim Beam Red Stag

Jim Beam’s European distributor, Maxxium, is putting in some heavy promotion for the bourbon maker’s Red Stag brand at London’s Gatwick Airport this month.

The cherry flavoured bourbon has been available in European duty free for a year now and the whisky makers are giving it a further push in an attempt to tempt new consumers to the brand.

The World Duty Free in Gatwick’s South terminal features a tasting bar until the end of this month, where passengers can try Red Stag – either straight up or with cola.

The Moodie Report quoted Maxiuum’s Glen Williams as saying: “We are committed to recruiting new consumers into the Jim Beam portfolio through innovation and to growing the bourbon category.

“Gatwick is a key European airport hub and the 7m bar, located at the heart of the South Terminal, is the perfect platform to reach a large number of consumers. By creating an engaging experience, we will raise awareness of Red Stag, encourage young adult drinkers to adopt it in their drinks repertoire and enhance bourbon’s appeal.”