Jim Beam challenges travellers’ taste buds at Madrid airport

Maxxium Travel Retail, together with brand owner Beam Global Spirits & Wine, is embarking on marketing activations in all leading European airports, including a month-long initiative at Madrid-Barajas airport, to raise the profile of the world’s number one bourbon, Jim Beam and its portfolio of brands.

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Jim Beam challenges travellers’ taste buds at Madrid airport

August 14, 2011

Maxxium Travel Retail, together with brand owner Beam Global Spirits & Wine, is embarking on marketing activations in all leading European airports, including a month-long initiative at Madrid-Barajas airport, to raise the profile of the world’s number one bourbon, Jim Beam and its portfolio of brands.

Throughout August a blind tasting experience targets consumers travelling through Terminal 4, to educate them on the exceptional quality of the brand and drive sales. The Jim Beam Taste Challenge stand has been designed to create maximum impact and capture the attention of travellers.

Consumers will be guided through a tasting of Jim Beam White, the flagship expression in the portfolio, and another leading American whisky brand, to communicate the brand’s superior attributes and raise awareness of its distinctive taste. They will be helped to identify taste sensations, asked their opinions and be inspired to take an active part in the tasting, promoting lively discussion. Participants will also receive small branded gifts and when trial turns to purchase, given two branded glasses with a 1L bottle of Jim Beam White.

Beam’s director for European travel retail, Middle East and Africa, Gareth Brown says: “As the number one bourbon in the world, we are looking to build upon the entire Jim Beam portfolio and recruit new drinkers from outside the US. We developed the Jim Beam Taste Challenge to interact with our target consumers, giving them a personal experience and educating them on taste and quality. We have reached a huge number of consumers already and despite creating such a bold challenge for the brand found it to be extremely effective in highlighting Jim Beam as the preferred bourbon.”

Maxxium Travel Retail managing director, Glen Williams says: “In Madrid, the aim is to drive trial and visibility at point of purchase and we are confident that the initiative will be effective in boosting sales. The activity is part of our strategy that will see extensive investment rolled out across key European markets such as Frankfurt, Munich and London, supporting the brand’s outstanding performance in travel retail.”

According to the latest IWSR results, the brand posted strong growth in Europe last year. Jim Beam White grew by 21% and Jim Beam Black by 28% year on year, significantly outperforming the total US whiskey category in travel retail, which was up by 14%.

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ABOUT BEAM INC.:

Beam is one of the world’s largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including 10 of the world’s top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,200 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, Knob Creek® Bourbon and Skinnygirl® Cocktails. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Spiced Rum, Maker’s 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company.

For more information on Beam Global, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.