US: Beam Inc unveils online ads, redesign for Kilbeggan Whiskey

By | 18 March 2013

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.

Expert analysis

Beam Inc. (BEAM) - Financial and Strategic SWOT Analysis Review

Beam Inc. (Beam), formerly known as Fortune Brands, Inc, is a premium spirits company. The company offers branded distilled spirits products. The product portfolio of the company consists of bourbon whiskey, Scotch whisky, Canadian whisky, tequila, cognac, rum, cordials, and ready-to-drink pre-mixed cocktails. The renowned brands offered by the company include Jim Beam Bourbon, Canadian Club Whisky, Maker’s Mark Bourbon, Sauza Tequila, Courvoisier Cognac, Teacher’s Scotch, Laphroaig Scotch, Knob Creek Bourbon, Cruzan Rum, Basil Hayden’s Bourbon, Kilbeggan Irish Whiskey, Hornitos Tequila, Skinnygirl Cocktails, EFFEN Vodka, Pucker Vodka and Sourz Liqueurs among others. The company’s major markets includes North America, Australia and Europe, and also maintains presence in the markets of India, Brazil, Russia, Central Europe, Asia, and other geographies. The company is headquartered in Illinois, the US. The company is expanding its operations as evident from its recent acquisition related agreement with White Rock Distilleries to acquire the fast-growing Pinnacle Vodka and Calico Jack rum brands and other related assets for $605m in cash.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Beam Inc, Cooley

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