UK: Beam Inc readies TV push for Jim Beam in UK

By | 25 March 2013

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.

Expert analysis

Global market review of non-Scotch whiskies (US and Bourbon, Irish, Canadian, Indian and Japanese)

The non-Scotch whisk(e)y market – chiefly comprising Irish, US, Canadian, Indian and Japanese whiskies – is one of the most dynamic areas of the global wines and spirits arena. Between 2001 and 2010, the non-Scotch whiskies boasted an impressive 6.9% compound annual growth rate (CAGR) to 209.6m nine-litre cases. This latest market research report from just-drinks/The IWSR provides 2010 actual volume consumption data, 2011 estimates, key market analysis for each whiskey origin plus exclusive interviews with the leading brands.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Beam Inc, Maxxium, Edrington

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