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World-leading bourbon brand is the third shifted to the agency this year
CHICAGO, IL [SEPTEMBER 21, 2022] –Beam Suntory, a world leader in premium spirits, has named Leo Burnett, a leading advertising agency within Publicis Groupe, its global creative agency of record for Jim Beam®, the world’s #1-selling bourbon. The agency will develop a new global positioning and creative platform for the iconic bourbon.
“As our flagship Jim Beam looks to the next 225 years of its history, we needed an agency partner that could truly dig into the brand’s DNA and truly drive relevance in a way that connects with both loyal and curious consumers through rich, immersive storytelling,” said Veronique Mura, Vice President, Marketing – Jim Beam. “We believe that Jim Beam has the right to lead in American Whisky globally, and we can’t wait to partner with Leo on creative that will support the continued growth of this incredible brand.”
This is the latest and largest new business win for Leo Burnett with Beam Suntory this year. This summer, following a competitive pitch, Leo Burnett was appointed agency of record for Legent™, a Kentucky whiskey crafted in the traditional Japanese technique. Work is underway to tell the emotive story of the quality, distinct flavor, and uniqueness of its bourbon experience. Leo Burnett earlier won a pitch to launch a new ready-to-drink product within Beam Suntory’s portfolio in 2023.Work is currently in-market for Knob Creek® and Basil Hayden®, including a new brand platform for Basil Hayden – Light the Way.
“Crafting the next chapter of an iconic brand like Jim Beam is a responsibility we don’t take lightly,” said Britt Nolan, Leo Burnett Chicago’s President and Chief Creative Officer. “We’ve been proud to deliver strong results for Beam Suntory’s small batch portfolio and couldn’t be more excited about this next stage of our partnership.”
The upcoming campaign will be Beam Suntory’s latest investment in Jim Beam. The company recently completed a $60 million reinvention the brand’s homeplace in Clermont, KY, uniting its family of brands, elevating its visitor experience, and establishing the Fred B. Noe Distillery, where 8th Generation Beam Distiller Freddie Noe will craft the Beam whiskies of the future. Earlier this month, Beam Suntory announced a $400 million investment to expand capacity for Jim Beam leveraging renewable energy at its Booker Noe Distillery in Boston, KY.
In the first half of 2022, Beam Suntory reported net sales up 13% versus the year-earlier period, and a 25% increase from the pre-pandemic period in 2019. The company will complete the relocation of its global headquarters to New York City next month.
Leo Burnett launched the “6ourbon 7ime” campaign for Beam Suntory in January 2021, encouraging audiences to reclaim their happiest hour from 6-7PM at the height of the pandemic. This campaign won for Craft at the ANDY Awards, a Bronze Cube and Merit Award at the ADC Awards, two Merit Awards at The One Show, five Silver at the ADDY Awards, and one Bronze at the CLIO Awards.
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About Leo Burnett
Leo Burnett is a creative solutions company founded on the idea that "what helps people helps business." By solving human problems with the power of creativity, Leo Burnett delivers value for people and prosperity for brands. To learn more about Leo Burnett and its rich, 87-year history, visit LeoBurnett.com.
About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam® and Maker’s Mark® bourbon brands and Courvoisier® cognac, as well as world renowned premium brands including Basil Hayden®, Knob Creek®, and Legent™ bourbon; Yamazaki®, Hakushu®, Hibiki® and Toki™ Japanese whisky; Teacher’s, Laphroaig® and Bowmore® Scotch whisky; Canadian Club® whisky; Hornitos® and Sauza® tequila; EFFEN®, Haku® and Pinnacle® vodka; Sipsmith® and Roku™ gin; and On The Rocks® Premium Cocktails.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good, which now includes its transformative sustainability strategy, Proof Positive. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
©2022 Beam Suntory, Inc. Chicago, IL.
Report outlines progress since the company launched its Proof Positive strategy in 2021
CHICAGO, Sept. 15, 2022 – Beam Suntory, a world leader in premium spirits, and producer of iconic brands like Jim Beam and Maker’s Mark, published its inaugural sustainability report outlining its progress against its Proof Positive strategy, which was launched in 2021.
“As we progress against our Proof Positive goals to combat climate change, reduce harmful drinking, and give back to our communities, our sustainability report is an important way we will share our progress and increase transparency,” said Albert Baladi, Beam Suntory President and Chief Executive Officer. “We are proud of the actions and achievements detailed in the 2021 report in what we consider a foundational year.
“It’s inspiring to see how our people have embraced Proof Positive and contributed to our progress in so many meaningful ways,” continued Baladi, “We’re now mid-way through 2022 and we continue to make investments to advance our sustainability strategy.”
With a commitment to achieving a net positive impact on the environment, with consumers, within its communities, and with its employees, Beam Suntory is advancing ambitious long-term sustainability goals. Across Proof Positive’s three pillars, Beam Suntory’s FY21 sustainability highlights include:
Nature Positive
Consumer Positive
Community Positive
More information on the company and Proof Positive can be found at https://www.beamsuntory.com/en/proof-positive.
About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam® and Maker’s Mark® bourbon brands and Courvoisier® cognac, as well as world renowned premium brands including Basil Hayden®, Knob Creek®, and Legent™ bourbon; Yamazaki®, Hakushu®, Hibiki® and Toki™ Japanese whisky; Teacher’s, Laphroaig® and Bowmore® Scotch whisky; Canadian Club® whisky; Hornitos® and Sauza® tequila; EFFEN®, Haku® and Pinnacle® vodka; Sipsmith® and Roku™ gin; and On The Rocks Premium Cocktails.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good, which now includes its transformative sustainability strategy, Proof Positive. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
©2022 Beam Suntory, Inc. Chicago, IL.
As part of $400 million investment, Jim Beam’s Boston, KY facility will increase capacity and reduce greenhouse gas emissions by 50%
BOSTON, KY– September 14, 2022 –– Beam Suntory, a world leader in premium spirits, will invest more than $400 million to expand production at its Booker Noe distillery in Boston, KY, which produces Jim Beam®. This expansion will increase capacity by 50%, while reducing the distillery’s greenhouse gas emissions by the same percentage, through the use of anaerobic digestors that will produce renewable natural gas to power the facility.
Beam Suntory has entered into an agreement with 3 Rivers Energy Partners to build a facility across the street to convert spent stillage into biogas which will be treated to renewable natural gas standards and piped directly back to the Booker Noe facility. The digestors will also produce a high-quality, low-cost fertilizer, which will be made available to local farmers, thereby supporting sustainable and regenerative agricultural practices.
Upon project completion, which is expected in 2024, the Booker Noe distillery will be 65% powered by renewable natural gas, and 35% by fossil-based natural gas.
“We are committed to making a difference by investing in cleaner technologies and systems, and the expansion and significant reduction in greenhouse gas emissions from this project does just that with our biggest brand,” said Beam Suntory President and CEO Albert Baladi. “This expansion will help ensure we meet future demand for our iconic bourbon in a sustainable way that supports the environment and the local community that has helped build and support Jim Beam.”
In addition to capacity expansion, the investment includes land, warehouses, and 51 new local jobs. Further, this project allows the distillery to invest in high-efficiency gas boilers to make maximum use of renewable natural gas, use scrubbing technology to remove carbon dioxide from fermentation tanks, and following a purification process, facilitate the beneficial reuse of more than 100,000 metric tons of high-purity carbon dioxide annually.
“As consumers around the world continue to discover bourbon, we want Jim Beam and our commitment to sustainability to be part of that discovery,” said Carlo Coppola, Managing Director of the James B. Beam Distilling Co. “I’m so proud to be honoring our legacy as the First Family of Bourbon by leveraging this renewable energy to support our brand’s trajectory for the next 225 years.”
Beam Suntory invests more than $500 million every year to make bourbon in Kentucky. The company recently completed a $60 million transformation of the James B. Beam Distilling Co.’s homeplace in Clermont, KY, including a new and elevated visitor experience, inclusive of the full Beam family of brands like Knob Creek®, Basil Hayden® and Booker’s® Bourbons, the Fred B. Noe Distillery, and the Kitchen Table restaurant.
“I want to once again thank the leadership at Beam Suntory for this commitment to grow the Booker Noe Distillery in Nelson County,” said Kentucky Governor Andy Beshear. “The dozens of jobs this project is creating will benefit so many families in Central Kentucky, and the company’s continued growth reflects the strength of our state’s signature bourbon industry. Congratulations to everyone involved with this significant investment. I could not be more excited to see what’s next for Jim Beam Brands in Kentucky.”
Beam Suntory’s investment was first announced by the state of Kentucky through a series of economic incentive grants, made in July, including the $400 million investment to increase capacity, build warehouses, and create new jobs.
"Our goal is to help Jim Beam create a sustainable future for their company and the planet,” said John Rivers, CEO of 3 Rivers Energy Partners. “With this process, we will create new renewable energy, and help sustain the agriculture needed to create their products. It is truly a full circle sustainability approach."
3 Rivers Energy Partners specializes in the design, build, and operations of renewable natural gas projects. The company works to provide renewable energy solutions for organizations by utilizing existing bio-waste streams as feedstock for renewable energy sources.
Beam Suntory has made ambitious commitments to protect the planet, consumers and communities through Proof Positive, the company’s long-term, enterprise-wide sustainability strategy. The company also issued its inaugural sustainability report earlier this week. The full report can be found here.
About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam® and Maker’s Mark® bourbon brands and Courvoisier® cognac, as well as world renowned premium brands including Basil Hayden®, Knob Creek®, and Legent™ bourbon; Yamazaki®, Hakushu®, Hibiki® and Toki™ Japanese whisky; Teacher’s, Laphroaig® and Bowmore® Scotch whisky; Canadian Club® whisky; Hornitos® and Sauza® tequila; EFFEN®, Haku® and Pinnacle® vodka; Sipsmith® and Roku™ gin; and On The Rocks® Premium Cocktails.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good, which now includes its transformative sustainability strategy, Proof Positive. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
About 3 Rivers Energy Partners
As an energy developer, 3 Rivers Energy Partners (3RE) specializes in the design, build, and operations of renewable natural gas projects. Our teams work to provide renewable energy solutions for organizations by utilizing their existing bio-waste streams as feedstock for renewable energy sources. This allows organizations to lower their environmental impact and help return vital nutrients to the earth. We take renewable energy projects from idea to operation. Empowering organizations to create a sustainable future. 3riversenergy.com
©2022 Beam Suntory, Inc. Chicago, IL.
Islay’s number one single malt names Chef Francis Mallmann as its Global Culinary Ambassador
06, September 2022, [Islay, Scotland]: Laphroaig Single Malt Scotch Whisky is proud to unveil Taste Trailblazers, a global celebration of culinary pioneers pushing the boundaries of flavour. Inspired by Islay, Taste Trailblazers captures the stories of global pioneers who take their passion for taste into areas of salt, fire and peat. For more than 200 years, Laphroaig’s unmistakable whisky has been a direct reflection of its origin. From the salty seawater and ocean breeze to the earthy smokiness that comes from the malted barley cold-smoked by traditional kilns fueled by Islay peat, the elements of salt, fire and peat are what make Laphroaig whisky unmatched in quality and superior flavour.
Laphroaig welcomes Fire Chef Francis Mallmann as its Global Taste Trailblazer. A world-famous Argentinian chef known for his Patagonian open-fire cooking, Mallmann’s use of different fire-cooking styles separates him from other chefs and makes him an ideal match for Laphroaig’s standout smoky character. His bold techniques and dedication to his craft make him the embodiment of the culinary personalities Laphroaig will celebrate through the Taste Trailblazers program. Mallmann will kick off Laphroaig’s Taste Trailblazers event series in New York on September 13, 2022 and will hold further events with Laphroaig worldwide in 2023.
“For me, cooking is all about bringing people together for a memorable experience. There is something special about sharing a great meal with friends,” said Mallman. “Like Laphroaig, I find inspiration and passion by going beyond the status quo and finding ways to be inventive through my cooking techniques. I am delighted to partner with Laphroaig, and I’m looking forward to taking people on an adventure of flavour through our collaboration.”
Mallmann’s unique culinary style will come to life in a documentary which captures his journey to Laphroaig’s home on Islay, Scotland. The documentary, which will be released on September 14, 2022 on Laphroaig.com, YouTube and Instagram, features Mallmann and Distillery Manager Barry MacAffer, Assistant Manager Pamela Ferguson and many others from the Laphroaig Distillery. The content highlights Mallmann and Laphroaig’s shared mastery of smoke as well as stories of peat, salt and fire - the elements of Islay’s unique geographical location that are reflected in every drop of Laphroaig.
“For more than 200 years, Laphroaig has been handcrafted on Islay to have a distinct taste and story in every bottle,” said Distillery Manager for Laphroaig Barry MacAffer. “We are thrilled to work with Chef Francis Mallmann, who is as dedicated to taste exploration as we are. We can’t wait to bring our friends and fans together for unforgettable food and whisky through our Taste Trailblazers experiences.”
The partnership with Mallmann will extend to a series of announcements and events in 2023. For more information on Laphroaig, please visit Laphroaig.com.
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Media Contact
For global market inquiries please contact Ashley.Lawless@beamsuntory.com
About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Courvoisier cognac, as well as world renowned premium brands including Basil Hayden, Knob Creek and Legent bourbon; Yamazaki, Hakushu, Hibiki and Toki Japanese whisky; Teacher’s, Laphroaig and Bowmore Scotch whisky; Canadian Club whisky; Hornitos and Sauza tequila; EFFEN, Haku and Pinnacle vodka; Sipsmith and Roku gin; and On The Rocks Premium Cocktails.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
"I’ve lived in Tequila Jalisco my whole life. Growing up, I always liked to know how things worked. I would investigate different objects around my house, such as opening controls, fans, and other electronics to figure out how they operated. I was always in search for more adventures and more knowledge. My mother always wondered about my future, since I didn’t follow the pattern of the rest of the girls in my class. But this became a passion.
I originally wanted to be a lawyer, but my life took a different turn and I studied industrial engineering. I hated math but I was drawn to the magic of finding solutions, designing, and creating relationships with people that I could constantly learn from. Throughout my years studying, I was often told this would be my career ‘until I got married’. Not only did I hear this from my fellow students, but from my professors as well since most students were men. Even my family was confused by my career choice. Most women in my family became teachers. But I liked engineering, and I wasn’t going to stop.
From the first time my friend gave me a tour of the Casa Sauza distillery, I was instantly in awe of all the work being done, the processes, and the facility as a whole. My friend would always say he had a feeling I would work there one day; he was right. After the tour, my dream of working at Casa Sauza began.
I began working full time at the distillery in 2012. I was the first woman to report directly to a manager in the bottling production area, since then more women have been hired. I continued to work very hard and eventually there was an opening for the lead packaging specialist position. This was the first time that a woman held a position at the management level in production areas at Casa Sauza. It started a movement to give women more opportunities.
I often think about those that believed I would give up. Defying their expectations is what continues to motivate me today."
- Elizabeth Padilla Lima, Bottling Specialist Leader, Mexico
Named one of the Best Workplaces in Asia™ by Great Place to Work® in 2022
Named a 2022 HR Asia Best Companies to Work for in Asia
Named a Great Place to Work® Certified™ company in Mexico and Best Workplaces™ for Women in 2021
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