Andy Morton

Beam Inc risks wrong end of stick with bee poke

By: Andy Morton - 19 August 2013 17:10

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Beam Inc has taken what could be described as an unusual approach to one of the most pressing environmental concerns of the day.

While other companies that depend on honey as a raw material treat the worrying decline in bee numbers with seriousness, Beam, which makes Jim Beam Honey, has instead decided to poke fun at the issue.

Beam said yesterday (19 August): “Jim Beam Honey has hired legendary 'Seinfeld' attorney, Jackie Chiles, to sue honey's other biggest fan - the bears. That's right - it's time for bears to cease and desist from their rampant honey theft.”

Anything that brings back the fantastic Jackie Chiles - based on OJ Simpson lawyer Johnnie Cochran - can't be all bad, and Beam has promised to donate US$100 for every tweet that uses the hashtag #suethebears (up to $25,000). 

But is this “frivolous fight”, as Beam itself describes it, the right tone to strike with serious global issues? Would Beam do the same with water poverty? As Jackie Chiles might say, it's egregious, preposterous, ridiculous. And not a little bit strange.

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