To support the introduction of the latest addition to the Jim Beam family, Jim Beam® Honey, Maxxium Travel Retail is launching a campaign across three major European airports under the banner, “It was worth every sting."
06 November 2012: To support the introduction of the latest addition to the Jim Beam family, Jim Beam® Honey, Maxxium Travel Retail is launching a campaign across three major European airports under the banner, “It was worth every sting.”
Part of a significant investment to further drive the world’s number one bourbon, the campaign for Jim Beam Honey, which launched into European travel retail only last month in Eurotrade and Heinemann stores, runs in Germany from November and spans activity both in and out of store.
The flagship activity at Munich Airport Terminal 2 centres around an attention-grabbing beehive installation with a 3D sensory experience, alongside a dedicated tasting bar hosted by Jim Beam Honey beekeepers. Passengers are invited to be bold and immerse their heads in a realistic-looking beehive with a traditional design that reflects the heritage and traditions of the Jim Beam brand. Using 3D animation and special effects to create a compelling, life-like image, their face will then appear to be covered with bees visible in an inspection window and shown via state-of-the-art technology on 3D screens for fellow travellers to see. Passengers who test the beehive will be photographed with a specially developed app and the pictures uploaded onto a microsite and the German Jim Beam Facebook page for visitor download.
The swarming bees and buzzing sounds on the approach to the stand intrigue passengers and draw them to the beehive where they are encouraged to participate in the illusionary experience. The other members of the Jim Beam family also feature on the stand, including Jim Beam Black®, Jim Beam® White, Red Stag by Jim Beam® and Devil’s Cut®. On 26 November the entire experience will be hosted by Jim Beam 7th Generation and Master Distiller Fred Noe who will educate consumers about the range, in particular the latest innovation, Jim Beam Honey. The 10” TV ad which launched in the German domestic market in October will be shown at the bar and also 200 times each day at the landmark 41m² MetaTwistTower ad screen at the airport entrance.
In-store tastings and displays of Jim Beam Honey will create visibility and awareness. Customers receive honeycomb-style sunglasses with every purchase and leaflets highlighting signature serves will be distributed to shoppers.
Beyond Munich, there will be increased in-store visibility and tastings at Heinemann stores across Hamburg and Frankfurt airports, driving awareness of Jim Beam Honey and reinforcing Jim Beam’s market leading position throughout Germany.
Maxxium Travel Retail marketing manager, Mariska van Beukering says: “Jim Beam Honey is making bourbon even more accessible for consumers and is set to be a significant sales driver in the Jim Beam portfolio. Germany is Jim Beam’s third largest Bourbon market in the world. This truly immersive and fun campaign will create a genuine buzz and enhance visibility of the brand. Bringing the product to life via a unique 3D sensory experience provides the perfect platform to drive consumer interaction with the brand and will particularly appeal to the brand’s target consumer.”
Made with 4yr old Jim Beam bourbon whiskey slowly infused with natural honey to produce a sophisticated, deep and rich flavour with a sweet honey finish, it stays true to the craftsmanship of Jim Beam Bourbon. Jim Beam Honey is a versatile drink with a smooth, sweeter flavour profile, designed to raise the appeal and accessibility of bourbon to consumers both in and outside the category. Jim Beam Honey is 35% ABV and available in 1L bottles at an RRP of €17,99.
About Beam Inc.
As one of the world’s leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Kilbeggan Irish Whiskey, Laphroaig Scotch Whisky, , Larios Gin, Whisky DYC. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,300 passionate associates worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter cases and some of the industry’s fastest growing innovations. Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.
Maxxium Travel Retail (MTR) is the joint venture between two of the most highly regarded names in the industry - Beam Inc and The Edrington Group. It manages premium brands from both companies’ portfolios, plus a number of third party brands. MTR is responsible for the marketing and distribution of the shareholders´ brands in most of European travel retail. The portfolio places it as one of the three leading spirits distributors in Duty Free and Travel Retail in Europe.