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: email@example.com
For more information, please contact: Jennifer Cirillo or Simone Harvey
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.
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