First Global Campaign for World’s #1 Bourbon to Reach more than 100 Markets; Integrated Multi-Year Campaign Unites Jim Beam’s Unique Heritage with Consumers’ Desire to Make a History of Their Own
Deerfield, Ill. – September 4, 2013 – Beam Inc. (NYSE: BEAM) today announced the launch of Make History™, the first ever brand campaign for its flagship Jim Beam Bourbon to span all of the brand’s markets globally. Make History™ is a multi-year, multi-media campaign that will launch in the fourth quarter and roll out in more than 100 markets around the world over the next nine months.
“As the world’s number one Bourbon whiskey, Jim Beam has been making history since 1795,” said Matt Shattock, president and CEO of Beam Inc., in remarks prepared for delivery today at the Barclays Capital Consumer Conference in Boston. “We’re excited to announce today the launch of Make History™, the first truly global advertising campaign for Jim Beam. This multi-year campaign reflects sharp global consumer insights, continued substantial investment in the growth momentum of our flagship brand, and our sustained commitment to the attractive and fast-growing Bourbon category around the world. Make History™ is a big brand idea that resonates with consumers across global markets.”
“Make History™ is a call to action to consumers to be inspired by the legacy of Jim Beam to go make some history of their own, be it a memorable night out with friends or putting their stamp on the world as they pursue their dreams,” said Kevin George, global chief marketing officer for Beam. “Indeed, regardless of geography, every night is an opportunity to Make History™. At its core, this campaign celebrates those who turn everyday moments into memorable stories – just like Jim Beam has been doing for generations.”
The global campaign will encompass the full line of premium Jim Beam products, including the flagship Jim Beam White, Jim Beam Black, Devil’s Cut, Jim Beam Honey and Red Stag by Jim Beam. For more information on Jim Beam, log on to www.jimbeam.com.
The campaign has been developed by Future Works, a consortium of three incumbent agencies that had worked on the Jim Beam account in various markets: Strawberry Frog (New York), The Works (Sydney) and Jung von Matt (Hamburg). Future Works was awarded the campaign after a global pitch conducted earlier this year.
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, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. 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 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent 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.