September 10, 2005

Jim Beam Whiskey Finally Moves to TV

Jim Beam WhiskeyIt's been a long time coming, but Jim Beam has finally jumped on the bandwagon for new-fangled technology to get their message out to prospective customers - it's called "television." That's right, after 210 years in the distilling business, the company will start running ads on cable TV stations including CMT, Comedy Central, Discovery Channel, FX, Fox Sports Network, OLN and Spike TV.

"... the new commercial is a television version of the print campaign for Jim Beam that BBDO Chicago introduced last year, carrying the theme "The stuff inside matters most." And Jim Beam Brands is paying to run the new spots, from a budget estimated at $8 million to $12 million.

Indeed, by next year television "will be the lead medium" for the brand, said Keith Neumann, marketing director for Jim Beam bourbon at Jim Beam Brands in Deerfield, Ill."

Can you imagine that, sinking so much money into a new and untested medium like TV? I mean, the darned thing was only invented 80 years ago...

Read the full article Jim Beam Discovers the Power of TV at nytimes.com.

Jake Jamieson at Permalink | Comments (0) | social bookmarking

September 4, 2005

Wheat Whiskey Stirs Up Whiskey World

Here's another interesting battle in the whiskey war, because they're making it with a new ingredient. Whiskey is typically made of fermented grains like barley, corn, and rye, but a small distillery is making a splash by trying something new. According to a story at the Louisville, Kentucky Courier-Journal,
Heaven Hill Distilleries is going against the grain with a new addition to the popular and highly profitable small-batch whiskey category.

Bernheim Original Kentucky Straight Wheat Whiskey, the company said, is the first on the modern market distilled primarily from wheat -- a selling point the company hopes will create a buzz among connoisseurs who are willing to pay the $40-a-bottle price.

Winter wheat makes up 51 percent of Bernheim's grain recipe, with 39 percent corn and 10 percent malted barley.
The story goes on to say that the creation "is not as sweet as bourbon...and has a tang usually associated with scotch or rye whiskey." I like the sweetness of bourbon, but I'm always up to try something new. I'll keep you posted if I can get my hands on a bottle.
Jake Jamieson at Permalink | Comments (0) | social bookmarking

Bushmills and Jameson to Wage Irish Whiskey War

DIAGEO, the company that owns Guinness, has set its sites on toppling Jameson's as the world number one selling Irish whiskey. The company has acquired Bushmills Irish Whiskey for £300 million (about $550 million USD), and has announced plans to market the liquor head-to-head against its rival.

Jameson, which is owned by Pernod-Richard, is currently the fastest-selling whiskey brand in the US. Pernod-Richard formerly owned Bushmills, but was forced to sell it on acquiring Jameson.

All I can say is that a price war is never a bad thing, especially when the commodity involved is whiskey, and Irish whiskey at that. It'll be interesting to see how this shakes out.

Read the full article at IrishExaminer.com.

Jake Jamieson at Permalink | Comments (0) | social bookmarking

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