11 March 2014: Maxxium UK is launching Jim Beam’s new global campaign, Make History in the UK this month. The first multi-media global campaign for the world’s number one bourbon begins with a new television commercial featuring the brand’s new spokesperson, award-nominated actress Mila Kunis. With significant trade support and activation throughout the year, Make History is a ground-breaking initiative that inspires consumers to make their own mark in history in the same way Jim Beam has.
The TV advertising, which features the Hollywood actress, will break in the UK on 16 March with 30-second ads across multiple media channels such as ITV, Channel 4 and Sky. The campaign also includes online and digital advertising underpinned by PR.
From its humble beginnings as the first bourbon produced in 1795 to becoming the number one bourbon in the UK and across the globe, Jim Beam’s inspirational story is the motivation behind Make History. With taglines focused on encouraging consumers to Make History such as We’ve Made Our History Now Make Yours!, Come As A Friend, Leave As Family and Be The Story Others Tell, the campaign will deliver unprecedented visibility across the trade.
Make History will be activated across the off-trade, including Asda, Tesco, Sainsbury’s, Morrisons and Waitrose. In store visibility is key with eye-catching displays and innovative POS. The iconic Jim Beam Stillhouse is also being used as an important visual element across the retail trade, with replicas on display in the top Jim Beam depots across the country. The campaign will be heavily supported in depot with POS and retailer incentives and reinforced with a strong Make History presence online.
Consumers can win their chance to make history with on-pack promotions offering trips to the US including the Ultimate Road Trip across America. The activity in the off-trade will also be supported with in-store sampling.
The campaign will be activated in the on-trade with Make History kits to drive awareness and promote the Ultimate Road Trip competition. This will be complemented with a range of high-quality POS items as well as tent cards, posters, seasonal Make History Jim Beam serves and glassware. Bartenders will be supported through bourbon education sessions with training conducted by mixxit, Maxxium UK’s expert cocktail team. Bartenders can also take part in a Jim Beam Make History challenge, which will reward the winner with an historic Jim Beam experience.
Jim Beam’s rich history of producing bourbon goes back over 200 years. Jim Beam has continued to make history by being a pioneer in the category, recruiting consumers through innovation. Red Stag by Jim Beam was the first flavoured bourbon, launched in 2011. This was followed in 2012 by the first honey-infused bourbon to arrive in the UK, Jim Beam Honey. This commitment has resulted in strong Jim Beam performance across the UK trade with volume +13% year on year with +20.2% growth in the on-trade and +11.7% in the off-trade1.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “The UK is one of the largest markets in Europe for Jim Beam and Make History is set to make 2014 an historic year for the brand. Make History embodies the story of Jim Beam and the seven generations of Beam distillers who have been proud of their history, yet keen to make history of their own — innovating ahead of their peers and cementing the brand’s standing as a category leader.
“We are excited to introduce the new campaign to the UK and delighted to welcome Mila Kunis to the Beam family! In 2014 we will share a little of our own history while also encouraging consumers to follow in our footsteps and be inspired to make their own history.
“Our Jim Beam family of products is diverse and appeals to many consumers. This year we are determined to fuel the category growth in the UK even further by supporting the needs of customers across the on- and off-trade with our Make History campaign. This is the right time to execute an initiative of this scale and the year ahead is set to create momentous events for both Jim Beam and our customers.”
For more information, please contact: Jennifer Cirillo or Simone Harvey
Tel: 020 8544 6917 or e-mail
The Edinburgh Whisky Stramash is returning to Scotland’s capital in May to lead a programme of events as part of Homecoming Scotland’s Whisky Month. Celebrating Scotland’s national drink, the two-day experiential event, which takes place on 24th and 25th May, will once again take over the famous Surgeon’s Hall in the heart of the city’s historic Old Town.
Designed to appeal to consumers with an appetite for adventure, as well as whisky purists open to intrigue, Whisky Stramash will bring whisky inspired fun and frivolity to Edinburgh, with high-jinx character and thought-provoking activities. Big name brands including The Dalmore, Isle of Jura, Dewars and Glenfiddich, as well as small independents within the industry, are already signed up to showcase their whiskies in their own inimitable style.
Not your average whisky event, the Whisky Stramash has attracted over 4,000 whisky lovers from across the globe since its launch in 2012, and is devoted to bringing whisky to the masses in its own unconventional way. It showcases new ways to enjoy whisky with madcap molecular mixology stations as well as bring famous whisky brands to life with immersive and interactive experiences.
Scott Martin, founding partner, Whisky Stramash commented:
“Whisky is a core part of our Scottish heritage that has been enjoyed for hundreds of years and we are privileged to have been selected to lead the celebrations throughout Scotland this year. What started out as a boutique event organised by myself and Darroch Ramsay has very quickly grown into a world-class celebration of our national drink, with a whole month of events now devoted to it.
“We are working closely this year with some exciting whisky brands to ensure this year’s event will be our best yet, with plenty of imagination, ridiculous secrecy, and our signature modern take on good old fashioned fun, bringing whisky into the modern-day world.”
Tickets are on sale now from Ticketsoup. Ticket prices are £26 per person.
Event session times: 12:00, 17:00
Event Tel: 0844 481 8898
Issued by The Big Partnership
Businessman Alasdair Day revived the 100-year-old artisan blend, originally made in Coldstream, using his great-grandfather’s recipe.
He now wants to create a craft distillery with a cafe, visitor centre and a retail outlet in the Caberston farm buildings, to encourage tourism to the Borders.
If his plans go ahead, the venture would create around 12 jobs on the Walkerburn site.
Alasdair said: “We are currently in discussions with potential investors to raise the funding – £5 million – required.
“The proposed distillery in Walkerburn will produce 100,000 litres of pure alcohol a year which will be matured for three years before becoming Single Malt Scotch Whisky.
“As a young kid we took holidays in the Borders as my family owned houses here, so the area is very close to my heart.
“I spent years looking for a suitable site for the distillery. It needed to be somewhere with a good water supply, and the building needed to be suitable for visitors.
“The latter is quite important, as it will not be purely a distillery but also a visitor attraction.”
The news comes shortly after Mossburn Distillers announcement – see page 21 – of plans to build a £40 million distillery at Jedforest Hotel near Jedburgh.
Between 1818 and 1837 the Borders was home to three distilleries, but is currently the only region in Scotland not to have one.
Alasdair is hoping the change that by getting his project up and running by 2018.
The entrepreneur has worked in the food industry for 20 years and set-up his company, Stonedean Limited, with the sole intention of re-creating The Tweeddale.
Mr Day added: “Walkerburn is close to Glentress and Traquair, both hugely popular tourist spots, so it is the right kind of area.
“It is my aim to return my great grandfather’s whisky The Tweeddale home to the Scottish Borders.
The Tweeddale was originally born in Coldstream’s J&A Davidson in 1820, which was taken over by Alasdair’s great-grandfather Richard Day in 1923.
Between 1939 and 1940 the he business was wound down and The Tweeddale was no longer made, with Richard selling off his stock of whisky casks over the years.
But his cellar book was passed down through several generations in the family and in May 2010 the first batch of the whisky was made again for the first time in 70 years.
19 February 2014: Maxxium UK is expanding the Jim Beam® Bourbon portfolio with the UK launch of Jim Beam® Signature Craft 12-Year. An ultra-premium expression crafted by 7th generation Beam Master Distiller Fred Noe, Jim Beam Signature Craft 12-Year builds on Jim Beam’s legacy as a leader in whiskey innovation and the brand’s position as the world’s #1 bourbon. Jim Beam Signature Craft 12-Year is a celebration of the family’s distilling method that has been practiced for more than two centuries. Each bottle bears James B. Beam’s signature, a tradition that has been in place since the repeal of Prohibition in the U.S. as a seal of a bourbon’s authenticity. Jim Beam Signature Craft 12-Year, which has already received global acclaim from industry experts for its quality1, is a unique expression that brings something special to small batch bourbon.
Aged for 12 years and bottled at 43% ABV, it is aimed at whiskey enthusiasts who enjoy trying something different and want a premium product from a trusted brand. The extensive ageing process results in a bourbon that is ideal for sipping neat or on the rocks. It is deep rich amber in colour and full bodied, with sweet vanilla notes and rich and robust oak flavours. Following the successful launches of Red Stag by Jim Beam®, Jim Beam® Honey and Jim Beam® Devil’s Cut®, Jim Beam Signature Craft 12-Year is now available in the UK initially to selected premium on-trade accounts. Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “It’s an exciting time to be introducing this ultra-premium bourbon in the UK. Interest in the category is at an all-time high and the launch of Jim Beam Signature Craft 12-Year allows our consumers to explore a small batch bourbon created by a brand they love and trust. This handcrafted bourbon brings something new to the world of small batch bourbons and showcases Jim Beam’s signature production process.” , its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com. For more information, please contact: Jennifer Cirillo or Simone Harvey Tel: 020 8544 6917 or e-mail: email@example.com, firstname.lastname@example.org
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