Beam Inc has launched the first TV spot in the US for its small batch Bourbon brand Knob Creek.

The ad, called 'Bookerisms', features the brand's creator, Booker Noe, as he highlights its history and American whiskey's growing popularity. The ad uses a quote from Noe, which says: "If you're not completely satisfied with the big, full flavour of our Bourbon, just send back the unused portion and we'll drink it for you."

Rob Nelson, Beam's small batch Bourbons' senior brand manager, said: "We've decided the time is right to take things up a notch and allow Knob Creek to reach new audiences on TV."

The spot debuted in the US yesterday (21 April) and will run nationally throughout the year, the company said. It will appear on TV networks such as AMC, FX, TBS and NBC Sports, as well as digitally on AOL, Microsoft, Scripps and NBC websites.

Beam said the campaign, which will also extend to the retail sector, is part of a "300%" increase in media spend.

In February, Beam reported a 14% rise in full-year sales for the Knob Creek portfolio

Beam is in the process of being acquired by Japan's Suntory Holdings, with the deal expected to complete by next week.