Beam Inc has rolled out a packaging overhaul and marketing campaign for its brand Kilbeggan Whiskey. 

The print and digital campaign, which launched across the US last week, shows residents of Kilbeggan coming to terms with the spirit no longer being the “best-kept secret in whiskey”, Beam said. The series of six videos can be viewed on the brand's YouTube channel and Facebook pages.

The new packaging is meant to highlight the whiskey's 256-year heritage, the company said. 

Beam took on the brand last February, when it acquired Ireland's Cooley Distillery for US$95m. Matt Shattock, BEam's CEO, identified Kilbeggan as a key Cooley brand for the future and added it to the company's "rising star" portfolio. 

One of Beam's distribution partners claimed in a US court this month that Beam was tightening supplies of another Irish whiskey to help boost Kilbeggan's presence in the country. Beam has denied the claim.