Japanese alcoholic beverage company Suntory Spirits will be launching the new Jim Beam Citrus Highball Grapefruit, a ready-to-drink (RTD) highball cocktail.

Since last year, the company has been actively promoting the 'citrus highball' drinking style, where the juice is squeezed from fresh citrus fruits into a Jim Beam highball.

The popularity of Jim Beam Citrus Highballs is growing in bars and restaurants.

The new product has been developed through collaboration between Beam Suntory's Japan and US teams.

"The new product has been developed through collaboration between Beam Suntory's Japan and US teams."

The company hopes that its fans will enjoy the Jim Beam Citrus Highball while at home and it is seeking to invite new consumers to taste the classic, refreshing cocktail.

Jim Beam Citrus Highball features the strong-bodied aroma and mild flavour of Jim Beam Brand, as well as a distinctive grapefruit fragrance.

The spirit used by the Suntory is a mixture of three different types of grapefruits spirits and recreates the flavour of 'freshly squeezed grapefruit'.

The packaging of the new drink features logo of the Jim Beam brand.

The logo is set against its classic white background with a shiny design that accentuates the 'refreshing' highball flavour and premium cool cues of Jim Beam.

A juicy grapefruit image is also depicted in the centre to convey the refreshing taste.

Image:Suntory Spirits to launch Jim Beam citrus highball grapefruit. Photo: courtesy of Beam Suntory.