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By Published on .

Jim Beam Brands Co. is betting its new liqueur will win young adults' hearts by coloring their tongues.

Next month, the distiller is launching a 60-proof shooter called Tattoo that temporarily stains drinkers' tongues red, blue, yellow or any combination thereof.

Tattoo, which comes in licorice, berry and lemon flavors, is Jim Beam's latest weapon in its fight for market share in the shooter category.

Beam is relying on bar kits-including T-shirts and temporary tattoos-for initial promotion with point-of-purchase advertising to follow, possibly in the fourth quarter, said Ed Moser, senior VP-marketing and advertising.


Shooters are sweet-flavored drinks consumed chilled and unmixed; they're popular chiefly with younger drinkers. The category represented between 2 million and 3 million in case sales last year and is growing at up to 10% a year, according to Frank C. Walters, director of research for Impact, an industry newsletter.

Jagermeister, marketed by Sidney Frank Importing Co., is the category leader, followed by Goldschlager and Rumple Minze, both from Paddington Corp. But Jim Beam has been nipping at their heels.

The distiller sold 185,000 cases of cinnamon-flavor After Shock liqueur in 1996, up 20% from its 1995 debut, according to Impact. It also sold 60,000 cases of

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