Make History 3
JW Steakhouse makes global history purchasing the first Jim Beam Single Barrel
18 September 2014: Jim Beam, the world’s number one bourbon, and JW Steakhouse at Grosvenor House, A JW Marriott Hotel, are making global history. The leading American steakhouse will be the first retailer in Europe to acquire a full barrel of Jim Beam1 Single Barrel Bourbon.
It was during a visit to The Bourbon Bar at JW Steakhouse that seventh generation Jim Beam Master Distiller Fred Noe and beverage manager Karina Elias first met and agreed to work in partnership to offer a truly unique bourbon exclusively available to the restaurant’s patrons. Karina travelled to the Jim Beam American Stillhouse in Kentucky in April to hand select a barrel under Noe’s guidance, and on 17th September this historic initiative will be unveiled.
The personalised JW Steakhouse bottles of bourbon will be on display at The Bourbon Bar alongside the chosen barrel signed by Noe himself. The restaurant’s drinks menu will feature tailor-made Jim Beam Single Barrel Bourbon cocktails and to ensure the ultimate bourbon experience, head chef Julian Ward has created bespoke food pairings.
Jim Beam Single Barrel Bourbon is the first single barrel offering from the world’s No. 1 bourbon brand. This hand-crafted Kentucky Straight Bourbon is among the best liquid produced by Beam’s distillers and represents Jim Beam’s seven generations of history.
At 95 proof (in honor of the first Jim Beam barrel dating back to 1795), this Kentucky Straight Bourbon is a smooth, rich whiskey selected from the finest barrels of Jim Beam.
JW Steakhouse Beverage Manager Karina Elias says: “Making history with Maxxium UK and Jim Beam to bring this one-of-a-kind bourbon to our bar has been a very special experience. I chose this barrel because of its bold flavours and rich colour that I know our customers will love. It is full-bodied and smooth with attributes of oak, vanilla and caramel. I am really looking forward to sharing our unique story and this distinctive quality Jim Beam Bourbon with our customers over the coming weeks.”
Maxxium UK’s Marketing Controller for Imported Whiskey Eileen Livingston says: “This is an exciting project and one which will delight London’s bourbon fans. This embodies the sentiment behind our Make History campaign as not only is it the first time a single barrel of Jim Beam has been made available outside of the US, it is also the first time we have worked with a customer to provide a bespoke bourbon.”
Jim Beam’s global Make History campaign launched earlier this year and features new spokesperson, award-nominated actress Mila Kunis. Make History inspires consumers to make their own mark in history the same way Jim Beam has in its very own 219-year history. Throughout the year, Jim Beam will continue to mark milestones with initiatives big and small.
As part of the Make History campaign, Jim Beam has been working in partnership with the trade and another initiative Shake History, was also recently launched. This competition invites top bartender teams across the UK to create a unique Jim Beam cocktail representing their bar. The teams will compete in November for the chance to take their place in Jim Beam’s history.
The Bourbon Bar at JW Steakhouse
JW Steakhouse is as a leading American steakhouse in Mayfair, London. Featuring the finest cuts of American USDA beef and select, hand-cut selections of Aberdeen Angus, JW Steakhouse is quite simply an expert in steak.
The Bourbon Bar at JW Steakhouse has the largest and most varied selection of Bourbons in London. With over 160 rare, pre prohibition, single barrel and small batch Bourbons, there is something for the novice to the connoisseur. A series of innovative tasting flights are also available and with the new Jim Beam Single Barrel, guests can enjoy a truly unique flavour that can’t be experienced anywhere else in the world. Please visit www.jwsteakhouse.co.uk.
For more information on The Bourbon Bar, JW Steakhouse or Grosvenor House, A JW Marriott Hotel, please contact Lorna O’Neill, Director of PR. Tel: +44 (0)20 7399 8581, Email: lorna.oneill@marriotthotels.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
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
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
