Jim Beam Black® Double Aged Bourbon Helps Consumers Throw Away Their Past With Interactive 'Beamfire' Online Game and Sweepstakes

DEERFIELD, Ill., Oct. 14 /PRNewswire/ -- Jim Beam Black® Double Aged Bourbon has launched the Beamfire Sweepstakes* – an online program that allows consumers to toss items from the past into a virtual bonfire in celebration of how much they've matured over the last eight years. The program is part of a new platform from the premium Bourbon titled "8 years changes everything," which plays up the product's eight-year aging process.

Beamfire lives online at www.beamfire.com and provides consumers with opportunities to ditch the memories of the trucker hats they used to wear, the music they used to play, and even the company they used to keep. Over the course of eight weeks, entrants earn points and badges for participating in a series of weekly challenges. Beamfire challenges will include topics such as: "My Old Wardrobe," "Where I Used to Live" and "My Old Job," among others. Each point received during the sweepstakes period will convert into sweepstakes entries. For each weekly drawing, up to ten (10) branded prize packs will be awarded, for a total of up to eighty (80) weekly prizes throughout the sweepstakes. Additionally, at the conclusion of the sweepstakes period, all eligible participants will automatically be entered into the Grand Prize drawing for a chance to win one of three $8,000 grand prizes.

"Our new Jim Beam Black '8 years changes everything' platform and redesigned packaging reflects the award-winning Bourbon in our new bottles – in part, a result of the extra years spent in the barrel," said Drew Munro, general manager Bourbons, Beam Global Spirits & Wine. "Much like this delicious Bourbon, Jim Beam Black drinkers have grown up over the course of eight years, and this campaign playfully appeals to those now ready for a more premium option and helps them celebrate how they've matured along with our Bourbon."

In addition to the Beamfire online program, Jim Beam Black has also unveiled new advertisements and refreshed its packaging.

Jim Beam Black Ad Campaign

A series of "8 years changes everything" advertisements are currently running in print and digital media outlets. These ads illustrate how much can change in eight years and highlight Jim Beam Black's openness to share its age with the public.

"If your palate has developed over the last 8 years, consider this perfect timing," one of the ads states.

Packaging

Jim Beam Black has updated its look and now features sleeker, more premium packaging. The new bottle holds this same quality Bourbon but with a more distinguished look. Each bottle also comes with a hang tag featuring its award-winning taste credentials – the Bourbon ranked highest among several higher-priced North American whiskeys including: Woodford Reserve®, Wild Turkey® 101 and Jack Daniel's® Gentleman Jack® by the Beverage Testing Institute (93 rating)(1). The 86-proof premium Bourbon spends eight years in new charred, white oak barrels and has a full-bodied flavor with smooth caramel and warm oak notes.  

Jim Beam Black is available in 750 ML (SRP $21.99) and 1 L bottles in retail locations throughout the country.

For more information about Jim Beam Black Double Aged Bourbon or Beamfire, visit www.jimbeam.com, www.beamfire.com or www.facebook.com/jimbeamblacklabel.    

* NO PURCHASE NECESSARY. Must be a legal resident of the 50 United States or D.C. (except CA) and 21 years of age or older to participate. Void where prohibited. Subject to complete official rules. Sweepstakes begins on October 15, 2010 at 12:00:01 a.m. EDT and ends on December 10, 2010 11:59:59 p.m. ET.

Jim Beam is committed to social responsibility and advises legal purchase age consumers to drink smart®. Through drinksmart.com, Beam Global educates legal purchase age consumers about how to make responsible choices about alcohol.

About Beam Global Spirits & Wine:

Inspiring conversations around the world, Beam Global Spirits & Wine, Inc. is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, EFFEN® Vodka, Larios® Gin, Whisky DYC®, Teacher's® Scotch Whisky, DeKuyper® Cordials and Liqueurs and Knob Creek® Bourbon. Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE: FO), a leading consumer brands company. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.

Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol.

©2010 James B. Beam Distilling Co., Clermont, KY.

(1) Beverage Testing Institute, Inc. – 2008 Professional Tasting – Chicago, IL

SOURCE Beam Global Spirits & Wine

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