Beam plans to expand the distribution network of its Irish whiskey, 2 Gingers, in the US to attract new non-whiskey drinkers.
2 Gingers was founded by Kieran Folliard and is distilled at the Kilbeggan Distillery, which was purchased by Beam in early 2012. Beam also purchased the 2 Gingers brand in another transaction in late 2012.
Folliard was quoted by The Wall Street Journal as saying that 2 Gingers has more female customers than competitor brands because of its vanilla flavor, and citrus and honey notes.
2 Gingers, which is currently being sold in ten US states, will be expanded to Texas, Pennsylvania and seven other states in 2013, with plans to add more markets in 2014.
According to Distilled Spirits Council of the US, thevolumes of Irish spirits sales surpassed all other categories and jumped nearly 400% over the last ten years till 2012 in the US, whereas in 2012, their volume soared around 23%.
2 Gingers can be consumed on the rocks or neat or can be used as base for variety of cocktails.
The brand retails for around $20 per 750ml bottle.
