Beam Global Spirits & Wine has appointed brand extension agency The Licensing Company of North America (TLC), as its leading brand licensing agency of record. The agreement, announced yesterday (3 October), covers all countries around the world with the exception of Australia and New Zealand, which will continue to be represented by Newman International.

Under the agreement, TLC will add Beam Global's flagship brand Jim Beam Bourbon to the roster of brands it represents. It will continue to represent the former Allied Domecq brands that Beam Global acquired last year including Sauza Tequila, Courvoisier Cognac, Canadian Club Canadian whisky and Maker's Mark Bourbon.

TLC said that its licensing strategy for Beam's portfolio focuses on extending the brands' qualities into food and beverage categories and lifestyle and accessories products. Previous work includes Sauza margarita mix, the Maker's Mark Bourbon House and Lounge, Courvoisier cigars, and a line of Sauza condiments.

"The Licensing Company has a solid track record with global brands from its days with the former Allied Domecq. Not only do they have a deep-seated knowledge of the spirits licensing industry, but also of our brands. Their relevant experience eliminates any learning curve and we can get down to business right away," said Jeff Christensen, senior manager, global licensing & strategic partnerships for Beam. "We are very confident about introducing our flagship brand Jim Beam to TLC. Along with the other brands that TLC represents, we will work towards increasing consumer awareness, building brand equity and expanding our brands into lifestyle and culinary sectors of the market, in a responsible manner."