Bourbon Distillery 5
Bartenders Compete to “Shake History” With Jim Beam
Maxxium UK is launching Jim Beam’s® Make History™ bartender challenge, “Shake History,” welcoming contestants nationwide into the Jim Beam® Bourbon family and rewarding the winning team with a once-in-a-lifetime opportunity to make their own history in Kentucky and meet Jim Beam’s seventh generation Master Distiller Fred Noe.
As Jim Beam, the world’s No. 1 selling bourbon, invites legal drinking age bourbon fans to “Come As Friends, and Leave As Family” in the next chapter of the global Make History™ campaign, the winners will travel to the Jim Beam® American Stillhouse in Clermont, Kentucky and make history in the home of the world’s number one bourbon.
Bar teams of three or four can enter by submitting an original, inspirational Jim Beam cocktail that they feel is worthy of making history and represents the personality and style of their bar. Successful teams will be judged based on speed, accuracy and creativity through a series of unique and sensory challenges that will take place in a fun and fast-paced final this autumn in London.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “Our Make History campaign marks an exciting time for Jim Beam. To celebrate those who have helped bring this brand to life in the on-trade, we’ve created a unique competition that will reward the winning team with a trip to Kentucky and the opportunity for them to make history.
“Bourbon is thriving in the UK and Shake History celebrates the growth of the category and our brand while inspiring bartenders to make history with Jim Beam.”
The competition is open to all bars that stock Jim Beam. Bar teams can enter online or contact their Maxxium UK representative.
For more information, please contact: Jennifer Cirillo or Simone Harvey
Tel: 020 8544 6917 or e-mail: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
Maxxium UK Launches: Limited Edition Jim Beam Maple
14 July 2014: Maxxium UK is introducing further innovation into the American whiskey category and reinforcing Jim Beam’s market leadership status with the launch of the first ever maple-infused bourbon in the UK.
Launching this month is limited edition Jim Beam® Maple, an innovation that will drive the appeal and accessibility of bourbon, recruiting new consumers to the category.
Jim Beam Maple is made with 4yr old Jim Beam bourbon whiskey, slowly infused with maple to produce the perfect balance of sweet warm maple and bourbon. Bottled at 35% ABV with a retail price of £19.99, Jim Beam® Maple is aged in oak barrels and is perfect on its own, chilled or mixed in long serves.
Jim Beam Maple will raise visibility for the category and brand, reinforcing Jim Beam’s position as the world’s #1 bourbon and strong reputation for innovation. Already this year Maxxium UK has launched Jim Beam Signature Craft, a premium bourbon aimed at connoisseurs and experienced bourbon drinkers looking to try something new.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “We are excited to expand our Jim Beam portfolio and create a further point of difference with this innovation. Jim Beam Honey was the first-to-market honey-infused bourbon and now with Jim Beam Maple we will again stir up fresh interest and broaden the appeal of bourbon amongst young adults who may not previously have considered bourbon.”
For more information, please contact: Jennifer Cirillo or Simone Harvey
Tel: 020 8544 6917 or e-mail: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
Jim Beam Makes History With New Global Campaign
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
: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
Jim Beam Puts Its Signature On Small Batch Bourbon
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: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
JIM BEAM ® PARTNERS WITH MILA KUNIS FOR ITS FIRST-EVER GLOBAL MARKETING CAMPAIGN
World’s #1 bourbon Jim Beam kicks off its 2014 “Make History™” TV ads with long-term brand partnership
LONDON – 29 JANUARY, 2014 – Jim Beam®, the world’s #1 Bourbon, and award-nominated actress Mila Kunis are teaming up to “make history” in 2014 and beyond. Kunis joins the Jim Beam family as a global partner and spokesperson, and will play a leading role in Jim Beam’s new Make History™ multi-media brand campaign that will reach more than 100 markets worldwide. Make History™ is the first-ever global marketing campaign for the iconic American brand, which dates back to 1795. The television campaign featuring Kunis will premiere in the next few months in the brand’s largest markets, including the UK, US, Australia and Germany.
“Jim Beam has been making history by producing the world’s finest bourbon through seven generations of family distillers, and this partnership signifies a truly new era for the brand – an era in which we push boundaries even further, attracting new fans across the globe and continuing the great growth we’ve enjoyed on the brand,” said Kevin George, senior vice president and chief marketing officer at Beam Inc. [NYSE:BEAM]. “Mila’s love of bourbon, her appreciation for the authenticity of our brand, her warm personality and her global relevance to our Make History™ campaign make her the perfect partner. Anyone would want to share a Jim Beam with Mila. We love that about her, and couldn’t be happier to have her join the Jim Beam family.”
The Make History™ campaign will premiere a new television commercial featuring Kunis in the UK on 17 March 2014 and will roll out in markets worldwide over the next few months. Kunis will also be featured in retail materials and content on Jim Beam’s website, www.jimbeam.com, Facebook (www.facebook.com/JimBeamUK) and Twitter (http://twitter.com/jimbeamuk).
“As a fan of bourbon and a huge proponent of making history, I am thrilled to be the newest member of the Jim Beam family,” said Kunis, who has recently spent time in Clermont, Ky., with Jim Beam’s seventh generation Master Distiller, Fred Noe, immersing herself in the heritage, traditions and production of “America’s Native Spirit.”
Jim Beam’s TV advertising campaign was created by FutureWorks, a partnership between three independent agencies who lead Jim Beam creative efforts in key markets: StrawberryFrog (New York), The Works (Sydney) and Jung von Matt (Hamburg). In the UK, the ads will appear across multiple media properties, including ITV, Channel 4 and Sky, as well as in media properties across the globe.
