Bourbon drinkers have been mixing Jim Beam for years. Now, the world's top-selling bourbon maker is doing the same.
Jim Beam is preparing a national rollout of Red Stag, a specialty whiskey that infuses natural black cherry flavors into the brand's 4-year-old bourbon. It's billed as the first major innovation by Jim Beam in a decade.
Jim Beam senior brand manager Adam Graber says the goal is to appeal to people who have passed up bourbon.
Beam isn't the only Kentucky bourbon maker dabbling in new flavors.
Heaven Hill Distilleries is planning its own specialty spirit mixing bourbon and honey flavoring. Company spokesman Larry Kass says Evan Williams Honey Reserve is due out in September.