FDBusiness.com

US-based spirits group Beam is launching Make History™, the first ever brand campaign for its flagship Jim Beam Bourbon to span all of the brand’s markets globally. Make History™ is a multi-year, multi-media campaign that will launch in the fourth quarter and roll out in more than 100 markets around the world over the next nine months.

“As the world’s number one bourbon whiskey, Jim Beam has been making history since 1795,” says Matt Shattock, president and chief executive of Beam. “This multi-year campaign 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. Make History™ is a big brand idea that resonates with consumers across global markets.”

The global campaign will encompass the full line of premium Jim Beam products, including the flagship Jim Beam White, Jim Beam Black, Devil’s Cut, Jim Beam Honey and Red Stag by Jim Beam.

The campaign has been developed by Future Works, a consortium of three incumbent agencies that had worked on the Jim Beam account in various markets: Strawberry Frog (New York), The Works (Sydney) and Jung von Matt (Hamburg). Future Works was awarded the campaign after a global pitch conducted earlier this year.

Beam’s other brands include Maker’s Mark bourbon, Sauza tequila, Pinnacle vodka, Canadian Club whisky, Courvoisier cognac, Teacher’s Scotch whisky, Skinnygirl cocktails, Cruzan rum, Hornitos tequila, Knob Creek bourbon, Laphroaig Scotch whisky, Kilbeggan Irish whiskey, Larios gin, Whisky DYC and DeKuyper cordials.