The makers of Jim Beam Kentucky Bourbon announced a new variant called "Red Stag", basically the same bourbon they've always made, except with a touch of black cherry flavor.

It's not a liqueur, it's not cough syrup, but actual straight 80 proof bourbon, just like what you might take a shot of, or mix with with Coke. Except it has some fruity flavor to it.

Through a unique infusion process, they introduce natural black cherry flavor to their four-year-old Jim Beam Bourbon. The tasting notes are said to be distinctively fruity, without disguising the familiar scent of Jim Beam Bourbon.

Red Stag is said to go on sale to the public in June 2009.

My best guess on why Jim Beam would market straight kentucky bourbon with a fruit flavor is to go after a younger consumer base, or better yet, women.

Women seem to love alcohol with some kind of fruitiness to it. In fact, the marketing materials that Jim Beam is developing for Red Stag depicts 20-something year old women, partying up. Next month they'll launch a media campaign with Kid Rock.

The bottle will continue to have the "Jim Beam" name, and will look very similar to a Jim Beam bottle, with its square shape, and familiar white logoed cap. Red Stag is a way to extent brand familiarity to a young hip consumer, until one day that consumer becomes old and fat and is ready for the real thing.

Read a taste review at Liquor Snob.