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  1. #1
    Bourbonian of the Year 2002 and Guru
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    Beam Global Announces Major Reorganization

    Yesterday, Beam Global Spirits & Wine announced a major corporate reorganization. The brand portfolio is being realigned into three groups: bourbon, ‘mixables’ (rum, tequila, vodka and cordials) and ‘classics’ (cognac, scotch and Canadian whisky).

    Beam’s bourbon portfolio includes Jim Beam, Maker’s Mark, Knob Creek, Booker’s, Baker’s, Basil Hayden, Old Grand-Dad, and Old Crow. The ‘mixables’ group includes Sauza Tequila, Cruzan Rum, and DeKuyper Cordials. The ‘classics’ group includes Laphroaig Single Malt, Teacher’s Blended Scotch, Courvoisier Cognac, and Canadian Club Canadian Whisky.

    The three groups will have their own finance, operations and human resources functions, with profit-and-loss responsibility. Presumably, ‘operations’ includes production, i.e., the distilleries. All this suggests that the groups will not be simply marketing divisions, but more like wholly-owned and self-contained subsidiaries.

    Sales will be separate.

    Internationally, Beam Global will merge its two current European regions into one, resulting in three groups based on geography: Europe, Asia/Pacific, and Emerging Markets/Travel Retail.

    From the point-of-view of a bourbon enthusiast, this is good news. In effect, Beam Global has set-up an independent company just to look after its American whiskey assets, a company that is free to compete aggressively against its own stable mates in the scotch, Canadian, and other spirits categories.
    Last edited by cowdery; 10-20-2009 at 19:16.

  2. #2
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    Re: Beam Global Announces Major Reorganization

    Quote Originally Posted by cowdery View Post
    Yesterday, Beam Global Spirits & Wine announced a major corporate reorganization. The brand portfolio is being realigned into three groups: bourbon, ‘mixables’ (rum, tequila, vodka and cordials) and ‘classics’ (cognac, scotch and Canadian whisky).

    Beam’s bourbon portfolio includes Jim Beam, Maker’s Mark, Knob Creek, Booker’s, Baker’s, Basil Hayden, Old Grand-Dad, and Old Crow. The ‘mixables’ group includes Sauza Tequila, Cruzan Rum, and DeKuyper Cordials. The ‘classics’ group includes Laphroaig Single Malt, Teacher’s Blended Scotch, Courvoisier Cognac, and Canadian Club Canadian Whisky.

    The three groups will have their own finance, operations and human resources functions, with profit-and-loss responsibility. Presumably, ‘operations’ includes production, i.e., the distilleries. All this suggests that the groups will not be simply marketing divisions, but more like wholly-owned and self-contained subsidiaries.

    Sales will be separate.

    Internationally, Beam Global will merge its two current European regions into one, resulting in three groups based on geography: Europe, Asia/Pacific, and Emerging Markets/Travel Retail.

    From the point-of-view of a bourbon enthusiast, this is good news. In effect, Beam Global has set-up an independent company just to look after its American whiskey assets, a company that is free to compete aggressively against its own stable mates in the scotch, Canadian, and other spirits categories.
    Will there be any shuffling around of offices or will most of the American ones still be in Deerfield?
    bibamus, moriendum est
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  3. #3
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    Re: Beam Global Announces Major Reorganization

    I hope you are prooved correct in the long run. I don't see anything happening in the short term. Business is good.

    Beam has positioned themselves to be a player in the growth of American Spirits. Positioning is important but so is performance. I am looking forward to watching how it goes.

    The Small Batch Quartet isn't going anywhere.

    Maker's?, we have that thread going already.

    Jim Beam White carries the mail. They already sell lots of whiskey.
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  4. #4
    Bourbonian Of The Year 2013 and Guru
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    Re: Beam Global Announces Major Reorganization

    Hmmm. "Bourbon", "Mixables", and "Classics". Are we to assume then since there's no "Horse piss" group, that Red Stag has been discontinued?
    JOE

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    Bark less.

    "Every bottle is its own learning experience." -- Sensei Ox-sama

  5. #5
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    Re: Beam Global Announces Major Reorganization

    Quote Originally Posted by smokinjoe View Post
    Hmmm. "Bourbon", "Mixables", and "Classics". Are we to assume then since there's no "Horse piss" group, that Red Stag has been discontinued?
    And of ri1....is that classic?

  6. #6
    Bourbonian of the Year 2002 and Guru
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    Re: Beam Global Announces Major Reorganization

    Considering that Fortune recently moved its corporate offices to Deerfield, I think this will definitely be good for Deerfield. If anything, they'll have more people there.

 

 

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