Bourbon drinkers have been mixing Jim Beam for years. Now, the maker of the world's top-selling bourbon is too.
Part of Illinois-based Fortune Brands Inc., Beam is preparing a national rollout of Red Stag, a specialty whiskey that infuses natural black cherry flavors into 4-year-old bourbon.
Even brand ambassador Fred Noe, a great-grandson of Jim Beam, sees the tinkering with a time-tested Kentucky tradition as a positive way to lure new customers.
"The bourbon purists might think it's a little too sweet," Noe said during an event touting Red Stag at Beam's Clermont distillery in central Kentucky. "But for somebody who is not a big fan of bourbon, this may be an opportunity for them to enjoy bourbon in a little different way."
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