Global Brands rolls out bourbon-flavoured beer

Global Brands has launched a bourbon-flavoured beer targeted at 18 to 24-year-old men looking for variety in a burgeoning category.

Over the past year, volume sales of spirit-flavoured beers in the take-home sector have increased by a 75%, with value sales up by 71%, bringing the value of the category to just over £12 million in 2012 (Nielsen MAT to 8/12.12).

Global Brands supplier already has Amigos tequila-flavoured beer in its portfolio, sitting alongside the trailblazing Desperados on shelves.

They are joined in the category by the likes of SHS’ bourbon-flavoured beer Dead Crow and its rum-flavoured beer Cuvana.

This week also saw the launch of a rum-flavoured beer by Flagship Brands called Bachata.

Global Brands believes its new drink, called Buddy’s, stands out because it contains real honey and features “an iconic label design”.

The company said its ex-factory records show Amigos is up 109% year-on-year and marketing director Simon Green believes Buddy’s can make a similar impact.

He said: “Traditional lager is struggling but Spirit Beers are experiencing over growth in both the on and off trade channels because consumer tastes have evolved. Further innovation is key to future growth in this area, and we’re confident that Buddy’s carries enough consumer appeal to cement Spirit Beers as one of the trade’s most exciting and profitable categories.

“We’ve secured several high profile listings for Buddy’s pre-launch and the feedback on the liquid and branding has been overwhelmingly positive, so we can’t wait to see Buddy’s Bourbon Flavored Beer come to life in-outlet with the help of the Prohibition-era American themed point of sale.”

The branding of the 5.1% abv beer is based on the legend of a character called J W Buddy, who shows “disrespect for convention”.

The beer’s crown features the strapline: “Make Your Own Rules.”

Buddy’s balances honey and sugar with bourbon flavour and soft tones of oak.

Green said: “Today’s consumers are engaging with brands which look different, taste different and have a story to tell.

“Buddy’s bourbon flavored beer marks one of our most exciting brand launches to date because the liquid, the look and the legend come together to create something genuinely unique.”