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US: Jim Beam in responsible drinking drive

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Jim Beam has teamed up with two renowned NASCAR drivers to promote responsible drinking through a TV ad due out in early May.

The bourbon brand, and flagship of Beam Global Spirits & Wine, wants to raise awareness of its drink smart social responsibility platform throughout 2006, in relation to underage drinking, responsible drinking and drink driving. 
 
The TV ad features NASCAR Nextel Cup driver and owner Robby Gordon and Indy Racing League (IRL) driver and co-owner Michael Andretti. 

"Bringing together two influential individuals to deliver these messages makes the communication more powerful and impactful," said Brian Gallagher, manager, Jim Beam Racing.  "Who better to drive home the responsibility message than professional racecar drivers who command respect and rely on good judgment every day?" 
 
Gordon said: "As professional racecar drivers and team owners, Michael and I are in a great position to encourage fans to make the right decisions when it comes to consuming alcohol responsibly. We're very committed to helping spread the drink smart messages."
 
Jim Beam became the first major contributor to The Michael Andretti Foundation in 2003 and has since donated several hundred thousand dollars for its ongoing efforts to promote responsible choices about alcohol. 

"Responsibility is and has always been a priority for Jim Beam," added Andretti.  "As partners of Jim Beam and Beam Global Spirits & Wine, Robby and I are eager to do our part to help the company remind consumers that if they can't drink smart, they shouldn't drink at all."


Sectors: Spirits

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