News

Beam Suntory enlists 'The Refreshionals' for US Jim Beam campaign - video

Most popular

Hard coffee founder details Diageo lessons

The just-drinks Analyst returns

How will Diageo change Cuban rum?

The just-drinks Analyst returns

Interview - Treasury CEO Mike Clarke - Part I

MORE

Beam Suntory is set to push its Jim Beam Bourbon whiskey brand in its home market this Summer, with a nation-wide social media campaign.

The activation, which kicks off this week, centres around the Jim Beam and ginger highball serve. Fronting the ads are what Beam Suntory calls "professional refreshers", including an air-conditioning technician, a pool-maintenance operative and a refrigerator specialist.

The push goes under the tagline 'The Refreshionals' and will appear online across the US in the form of social media ads, custom GIFs and "heatmoji activation - delivering localised Twitter content when the temperature is high".

Backing the online campaign will be experiential on-premise activity in bars in Atlanta, Austin, Boston, Chicago and Miami.

Financial details behind the campaign were not disclosed.

Speaking exclusively to just-drinks last month, Beam Suntory CEO Albert Baladi highlighted Jim Beam's strong performance in Japan in recent years. "In 2012, Jim Beam sold about 30,000 cases in Japan," he said. "Last year, we exceeded 800,000 cases. We'll be hitting around 1m cases in the country by 2021."

"Taking pricing on your core trademarks is part of the premiumisation journey" - just-drinks meets Beam Suntory CEO Albert Baladi


Expert Analysis

Whiskey (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Whiskey (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Whiskey (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Whiskey market in United States of America.

VIEW REPORT

Related Content

Jim Beam goes global in latest ad campaign - segment data

Jim Beam goes global in latest ad campaign - segment data...

"We're a victim of the tariff war" - Beam Suntory CEO - just-drinks EXCLUSIVE...

Beam Suntory readies succession as CEO Matt Shattock set to stand down next year

Beam Suntory readies succession as CEO Matt Shattock set to stand down next year...

"We need to pick our battles and identify where we want to grow on a scale basis"- just-drinks meets...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?