Beam Inc is lining up the first national television advert in the UK for its Jim Beam Bourbon brand.

The company's UK sales, marketing and distribution JV, Maxxium, said late last week that it will run a GBP9m (US$13.7m) campaign in the country for four weeks starting from last weekend. Central to the investment is a ten-second TV ad that will highlight the Red Stag by Jim Beam, Jim Beam Honey and Jim Beam White brands.

The ad will appear on Channel 4, E4, Comedy Central, ITV2, Sky 1 and Sky Sports. It will also appear on Video On Demand (VOD) channels, including 4OD, ITV Player, Demand 5, Skyplayer and YouTube.

“This advertising, which draws on the successful 2011 Red Stag VOD chase ad, unites our family of brands, … demonstrating the breadth of the range and building the American Whiskey category in the minds of consumers,” said Maxxium UK’s marketing controller for imported whiskey, Eileen Livingston.

Maxxium is jointly-operated by Beam Inc with the Edrington Group.