Beam Inc wants to attract consumers who dont normally drink whiskey

Beam Inc wants to attract consumers who don't normally drink whiskey

Beam Inc has launched a digital marketing push for its Canadian Club brand targeting males outside the whiskey sector.

The whiskey “Whisdom” Facebook and digital media ads are part of the brand's Join the Club campaign recently launched in the US, Beam said yesterday (27 November). The 15-second spots, one of which can be viewed below, can “help guys to ease their way into the whiskey world”, Beam said.

Details of total spend on the campaign were not disclosed. 

Earlier this month, Bacardi brought Scotch brand Dewar's back on to US screens after a five-year break.