The campaign will cover about 100 markets

The campaign will cover about 100 markets

Beam Inc has launched its first global Jim Beam campaign in support of the Bourbon brand's full portfolio. 

The multi-platform “Make History” campaign will start in the final quarter of the year and roll out to about 100 markets over following nine months, Beam said today (4 September). It will highlight Jim Beam's heritage and is “a call to action to consumers to make history their own”, Beam said. 

Company CEO Matt Shattock called it the “first truly global advertising campaign for Jim Beam”.

“It reflects sharp global consumer insights, continued substantial investment in the growth momentum of our flagship brand, and our sustained commitment to the attractive and fast-growing Bourbon category around the world,” Shattock added.

Financial details behind the push were not disclosed.

In Beam's H1 results, released last month, the Jim Beam range posted a 4% sales increase on the corresponding period a year earlier. The portfolio found double-digit sales growth in the US and Europe because of extensions Jim Beam Honey and Devil’s Cut.