JAMES B. BEAM DISTILLING Small Batch Bourbon Launch

This case study for the launch of the Small Batch Bourbon category for Beam goes way back, but I felt compelled to include it in this portfolio. I was Creative Director for the on- and off-premise merchandising and promotion for the launch.

SITUATION

Before small batch liquors were even a thing, shoppers’ liquor choices were primarily mainstream. In fact, the term “small batch bourbon” was coined by Jim Beam’s grandson, sixth generation Master Distiller Booker Noe.

When his Small Batch Bourbon Collection – Booker’s, Baker’s, Basil Hayden’s and Knob Creek – hit the market, we needed to create the ultra premium category, establish the hi

CHALLENGE

Establish an ultra premium brand image targeting dual audiences: traditional bourbon connoisseurs and young professionals looking to reward themselves with the best.

Stimulate both to trade up to this higher priced, ultra premium bourbon collection. 

Gain distribution.

SOLUTION

On- and off-premise merchandising and promotions that built the brand image while generating and maintaining sales m

PROGRAM DETAILS

Off-Premise Merchandising

• Included case displays, shelf talkers for the full collection as well as each individual brand, bottle display shelf enhancers, and a Booker Noe standee 
• Designed to reinforce the ultra premium positioning with a nod to authenticity, promote the accolades and provide tasting notes to generate trial 

PROGRAM DETAILS

Off-Premise Promotion

• Various promotions including multi-brand gift sets/boxes, glassware gift boxes, cigar gift sets and offers, humidor gift set and more 
• Each promotion was developed to target the high-end and young professional bourbon audience 

PROGRAM DETAILS

On-Premise

On-premise initiatives included merchandising of the collection, back bar bottle glorifiers, tasting events, smoker events and more