Jim Beam just launched two brand new ready-to-drink (RTD) canned cocktails. Both the Classic Highball and the Ginger Highball are made with actual bourbon.

The Classic Highball mixes bourbon with seltzer and citrus, while the Ginger Highball uses ginger ale. Both varieties contain 5% ABV. A single 355 ml can has a suggested retail price of $2.50 each, or you can get a four pack for $9.99.

“We know that so many drinkers get tired of beer and crave something refreshing, lighter and more balanced,” Malini Patel, managing director for the James B. Beam Distilling Co. at Beam Suntory said in a statement announcing the drinks’ release.

“Our new ready-to-drink Highballs are the perfect way to enjoy Jim Beam in a new, refreshing way – whether you’re a bourbon fan or you’re trying bourbon for the first time.”

The new RTDs are perhaps the natural next step to the company’s “Need a Break from Beer” campaign, which invited legal-drinking-age (LDA) consumers who were feeling burnt out on beer to try a refreshing Jim Beam Highball instead.

Launched on January 4, the campaign kicked off with a funny commercial that captured many consumers’ feelings toward beer. A guy walks up to the bar. The bartender asks if he’ll have “another beer, or something different.” A trio of beer stereotypes proceed to pitch their preferred brews.

Two hipsters hock a craft beer made with goat’s milk (and yes, they come with the goat) while a couple straight out of Oktoberfest try to sell him on a stein of Belgium ale. Finally, a gentleman resembling a dark wizard from Lord of the Rings offers up “something darker,” a heavy porter or stout.

Our protagonist finally opts for the Jim Beam and ginger ale the bartender suggests, and the message couldn’t be more clear – beer is heavy, complicated, and tired, while a Jim Beam Highball is light and refreshing.

“With the launch of ‘Need a Break From Beer,’ we’re taking a widely enjoyed cocktail that’s been trending for years and finally shining the national spotlight on it,” said Jessica Spence, president of brands at Beam Suntory.

“We know drinkers are getting bored with beer and are looking for new alternatives. The Jim Beam Highball is incredibly easy to mix and perfect for enjoyment while at home or in bars when the time is right.”

The conveniently canned cocktails are coming out just in time for summer. Outdoor gatherings are perfect for portable canned drinks, and RTDs make a fun alternative to beer or canned wine. Now you can enjoy these classic bourbon cocktails on the go – no rocks glasses needed.

Jim Beam’s parent company, Beam Suntory, has been increasing its RTD portfolio over the last few months. In addition to the new canned Highballs, the company recently purchased On the Rocks, a line of premium RTDs made with some of Beam Suntory’s portfolio of spirits.

We’re excited to see what other canned cocktails Jim Beam has in the pipeline. Perhaps a Highball featuring the distiller’s apple whiskey?

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