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Burger King Repositions the Bourbon Whopper

Filed under Advertising, Global Burgers, LTO, Marketing

httpvh:// While the California Whopper goes on tour across Europe, Burger King has taken its Bourbon Whopper to Australia (where the chain operates as Hungry Jack’s rather than BK).

After a trial run in Canada, the chain has decided to market the Bourbon Whopper as having “the taste of the Deep South.” In advertising, “bourbon” now seems to refer to the street in New Orleans more than the distilled spirit from Kentucky. The sandwich wasn’t this cool in its previous incarnation. The Australian version keeps the crunchy onion rings, bacon and bourbon-flavored sauce it had in Canada, although the sauce no longer is described as “sweet and tangy.”

In addition to the full-size, two-hand Bourbon Whopper ($5.95 AUS, or $5.18 US), Australia also gets the option of a downsized Bourbon Whopper Jr. ($3.95 AUS or $3.44 US), a first for this sandwich

The Bourbon Whopper first appeared as one of the specialty Whoppers on Burger King’s Whopper Bar menu, and it’s still menued at both the Orlando and South Beach locations. According to a report earlier this year from Janney Montgomery Scott analyst Mark Kalinowski, Burger King remains interested in selling the sandwich in the U.S. if it can find a spot on the chain’s already-crowded marketing calendar.