Jim Beam Markets Latest Innovation

Jim Beam Bourbon is kicking things up a notch with its third flavored whiskey offering. Jim Beam Kentucky Fire, the latest flavored bourbon expression, features the flavor of red hot cinnamon liqueur to deliver a fiery kick and a smooth finish that makes for a perfect shot.

"We've led the category in flavor innovation in recent years with Red Stag by Jim Beam, Jim Beam Maple and Jim Beam Honey, but our latest flavor certainly turns up the heat," says 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 it's made by, with a smooth cinnamon finish. Jim Beam Kentucky Fire is the perfect bourbon to enjoy as a shot, chilled, straight, or on the rocks, and is ideal for anyone who already enjoys flavored whiskey.

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, and NBCUniversal. The digital advertisements will run through early November 2014.