Beam campaign targets 2m travellers

By Doug Newhouse |

Maxxium Travel Retail’s new Jim Beam Bourbon global campaign – ‘Make History’ – is targeting 14 European airports reach an estimated 2m travellers.


The company says that this is its first global campaign ‘for the world’s number one bourbon’ which features actress Mila Kunis and encourages consumers to leave their own mark on history – ‘just as Jim Beam has for more than 200 years’.


In a statement, the company said: “Make History is a ground-breaking campaign inspired by Jim Beam’s rich history of producing bourbon, which dates back to 1795. From its humble beginnings to becoming the global category leader, Jim Beam has continued to make history by being a spirits industry pioneer.


“Maxxium Travel Retail is partnering with key customers including Gebr. Heinemann, Eurotrade, Runway and Dufry to bring the campaign to life across 14 European airports reaching an estimated 2m travellers.”





The operators and locations involved, include (Gebr. Heinemann) Salzburg, Berlin, Frankfurt, Cologne, Vienna and Vilnius; (Gebr. Heinemann distribution) Irkutsk and Kazan; (Eurotrade) Münich; (Runway) Moscow Domodedovo and Moscow Vnukovo; (Dufry) Moscow Domodedovo and Moscow Sheremetyevo, Prague and Belgrade.


The campaign consists of ‘theatrical in-store installations’ complete with Jim Beam-branded flooring, half-cut barrels housing Jim Beam bottles, ‘eye-catching’ digital elements educating shoppers on the brand’s history and impactful wall displays showcasing the entire portfolio.


The company adds that consumers also have the opportunity to sample the range and receive an exclusive Make History T-shirt or Jim Beam tumbler with the purchase of any Jim Beam variant.


The initiative focuses on all Jim Beam products, including premium variants such as Jim Beam Black and Devil’s Cut Bourbon and flavoured products such as Red Stag by Jim Beam and Jim Beam Honey.



Frankfurt Airport displays.




Within luxury lounges, brand innovation is also being highlighted with Make History themed stands and glass-case topped pillars featuring campaign taglines: ‘Looks Like Cherry Took a Walk on the Wild Side’ for Red Stag by Jim Beam; ‘It’s Worth Every Sting’ for Jim Beam Honey; ‘Our Barrels Go Through Hell’ for Jim Beam Devil’s Cut; ‘All Dressed Up and Ready to Party’ for Jim Beam Black; and for Jim Beam White Label, ‘We’ve Made Our History, Now You Make Yours!’ Secondary Make History placements also feature large tiered displays inspired by the iconic Jim Beam Stillhouse.


Purchase Director for Liquor, Tobacco & Confectionery at Gebr Heinemann, Rüdiger Stelkens commented: “We work with our partners to create intriguing brand experiences that resonate with our customers and the Make History activity is a great example of this. Make History is an inspiring campaign that is set to engage consumers in a fun and unique way, generating interest and excitement around Jim Beam and our stores.”


Maxxium Travel Retail Managing Director, Glen Williams added: “We are excited to launch Jim Beam’s ground-breaking Make History campaign with our trusted travel retail partners across Europe. As a leading spirits supplier, we are dedicated to delivering support for our brands in unique ways that drive engagement and sales.


“The bourbon category is experiencing strong growth in Europe and Jim Beam’s new campaign is set to successfully connect with consumers by sharing how the brand has made history while motivating them to make theirs.”


[TOP IMAGE: Frankfurt Airport tasting bar].

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