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US: Jim Beam Chopper to feature in TV show

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Jim Beam Bourbon is participating in a TV series where well-known motorcycle builders are paired with commercial sponsors to build a custom-made motorcycle in 30 days.

The Jim Beam Bourbon-inspired motorcycle, to be built by Ralph Randolph, will be featured on the episode of the Country Music Television (CMT) Chopper Challenge series that airs today (18 June).

The chopper will feature the logo of Operation Homefront, a non-profit group that provides emergency services to troops and their families. The bike will tour the US before being auctioned on EBay with all the proceeds going to Operation Homefront. Jim Beam has also supported Operation Homefront with a US$175,000.

"By supporting real-life subjects in non-traditional ways, Jim Beam is putting the brand's timeless values into a context that makes them contemporary and relevant to today's consumer," said Rory Finlay, senior vice president and global chief marketing officer at Beam Global Spirits & Wine. "We're excited that Ralph Randolph's chopper creation will continue to raise awareness of Operation Homefront and bring further proceeds to this foundation which supports our troops and their hard-working families."


Sectors: Spirits

Companies: Beam Global Spirits & Wine

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