The Jim Beam Taste Challenge in Madrid-Barajas airport, running this month

The Jim Beam Taste Challenge in Madrid-Barajas airport, running this month

Beam Global Spirits & Wine and its part-owned distributor, Maxxium Travel Retail, have launched a sampling campaign for Jim Beam Bourbon as part of a marketing push for the brand at key European airports.

Travellers passing through Terminal 4 at Madrid-Barajas airport will be offered a blind tasting to help them compare Jim Beam against "another leading American whisk(e)y brand", Beam Global and Maxxium Travel Retail said today (15 August). The sampling, which will take place throughout August, is part of a wider marketing campaign on Jim Beam across major European airports, the companies said.

Beam Global is keen to expand sales of Jim Beam outside of its US stronghold. "We developed the Jim Beam Taste Challenge to interact with our target consumers, giving them a personal experience and educating them on taste and quality," said Beam Global's director for European travel retail, Middle East and Africa, Gareth Brown.

Maxxium Travel Retail's MD, Glen Williams, said of the Madrid sampling: "The activity is part of our strategy that will see extensive investment rolled out across key European markets such as Frankfurt, Munich and London, supporting the brand’s outstanding performance in travel retail.”

In 2010, Jim Beam White and Jim Beam Black saw volume sales rise by 21% and 28% respectively in Europe, according to IWSR figures.

Maxxium Travel Retail is a joint-venture between Beam Global and The Edrington Group.