This is either brilliant or insane, I can’t decide which.
Jim Beam has a new product called “Red Stag by Jim Beam.” The label says it is “Kentucky Straight Bourbon Whiskey infused with natural flavors.” The flavor in this case is black cherry.
The potentially insane part is not the product itself. It is their use of the Jim Beam name. The Jim Beam logo appears prominently on the capsule and in the background on the face label. The product uses the standard, square Jim Beam bottle. The side label says, “Made with Jim Beam Bourbon.”
It is 80° proof (40% alc./vol.), like white label Jim Beam.
The letter from Beam Global’s Chief Marketing Officer, Rory Finlay, says it is “something new, something different, and our first innovation in over a decade.”
Abraham Lincoln is reputed to have said, about a book, “if you like this sort of thing, this is the sort of thing you will like.” There is some of that here. If you strictly drink whiskey straight, don’t even think about trying Red Stag. If, however, you like whiskey cocktails, or whiskey-based liqueurs, you might go for this. The black cherry flavor is very good, very rich, much better tasting than the Philips Union cherry-flavored whiskey that came out a few years ago.
Black cherry is my favorite Life Saver flavor, so I like Red Stag. Although not classed as a liqueur, it put me in mind of Wild Turkey’s American Honey. It is not a similar flavor, but the same kind of beast, and probably something you would drink on the same kind of occasion.
Finlay’s letter also says, “Red Stag is created though a unique, artisanal, natural infusion process where black cherry flavors are slowly and carefully infused into our fine, four year old bourbon.”
As a whiskey drinker, I probably would dial back the black cherry a little bit to let more of the whiskey taste come through, but I suspect the target audience will be glad it tastes the way it does. It is not as cloyingly sweet as most liqueurs.
Right now, I’m enjoying Red Stag on-the-rocks with a little Stirrings orange bitters. Manhattan-ish, it is a drink I will have again.
The risk is that Red Stag may confuse further a consumer who is already uncertain about what different kinds of spirits really are, but I like it when producers take risks. Therefore, if you like this sort of thing, give Red Stag a try.
Comments
It looks like the national distillers are taking a page from the craft distillers with the addition of real infusions, not just going to flavor house and adding essence of mango or watermellon. Much like micro-breweries in the 90's changed the game so much so that Budweiser had to emulate them here in 2000's. So inspired or insane. I'd call it inspired. Whether it is the best balance is another question, but at least they are not asleep at the wheel.
Hi i live in Connecticut and want to try the Jim Beam Red Stag how do i get it?
Red Stag by Jim Beam should be available everywhere after June 1.
I got one stuck on the side of a 750 of white label beam. i'm looking forward to trying it with a splash of wild cherry pepsi.
Just bought a bottle of this, and i was o so pleasantly surprised with it. The cherry flavor is very prominent, but in a good way i think. Enjoying this on the rocks right now. Will definitely buy again!
This is my first time trying Red Stag. I have a shotvglass full and chaseing it with DR.pepper. Yummy 4 stars !
ugggghhhhh... just took a small sip of this and almost gagged it all out. appalled, i googled to see what was the consensus. i was long buzzed on wild turkey before my first sip of this and its still atrocious. dont buy. dont buy. DONT BUY. dont buy. its as if you (takes second drink) took a liter of cherry syrup and (bleeechhhkkkk) added two shots of whiskey. it takes a lot to not add expletives when reviewing this garbage.
Sustitute Red Stag for bourbon in a Manhattan, tastes great.
Noticed under your "what I'm drinking" logo, there was no mention of, what I consider, the finest of all bourbons; Old Rip Van Winkle. Their 20-year old cannot be touched by anything out there; nothing is even close.
I'm with you, Bob, although I prefer the Van Winkle Family Reserve 12-year-old, aka "Lot B." You can't miss with anything Van Winkle.
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