Beam Propagandizes About Bourbon Age

[OscarV]

In the above link is a recent TV commercial where Beam thru the lovely and talented Mila Kunis boasts of aging their bourbon for four long years which is twice as long as required by law.

Beam isn't the only one boasting of young underage bourbons as the real deal.

I heard recently that Wild Turkey stated that their boubons are 5 years old. And I assume they are pround of it.

[squire]

The ads are well done, I'll give 'em that.

[sailor22]

I suggest everyone contact Beam and try to schedule a visit where you can put your name on a barrel of new make so you can come back and pick it up in 4 years. Seems to be the the point of the ad featuring the young lady with the strange first name.

[TunnelTiger]

I'd let her put my name on any bottle she wanted.

[mosugoji64]

That struck me as a silly thing to boast about when I saw the ad. While it may be technically true, I can't imagine anyone being impressed. Even those who don't know much about whiskey are accustomed to hearing about the age of scotch so I doubt 4 years sounds all that impressive.

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[squire]

Bet they sell more whisky though.

[393foureyedfox]

Bet they sell more whisky though.

[OscarV]

It's not just Beam.

Age statements have all but disappeared and everything is very noticable younger.

It's the price of success I suppose.

I don't see an improvement of the current young bourbons on the store shelves for a decade.

And only then if the distilleries want to do it.

Hopefully with all the expansion that all the distilleries have done in recent years will turn out to be to much and we can have a return to decent aged bourbons.

[squire]

It got me but then I'm easily influenced by a curvy woman holding a square bottle of whisky.

[T Comp]

That struck me as a silly thing to boast about when I saw the ad. While it may be technically true, I can't imagine anyone being impressed. Even those who don't know much about whiskey are accustomed to hearing about the age of scotch so I doubt 4 years sounds all that impressive.

[squire]

Hopefully with all the expansion that all the distilleries have done in recent years will turn out to be to much and we can have a return to decent aged bourbons.

Traditionally the spirits industry Worldwide has followed boom and bust cycles but I'm not timing my watch by that.

[silverfish]

...aging their bourbon for four long years which is twice as long as required by law.

I saw the commercial on TV the other night and noted that specific point.

Does the average Beam buyer (or target audience for the commercial) know

what "required by law" is? Is Beam expecting viewers to watch and say "Wow,

it's older than the law requires - let's go buy some!"?

I think Beam should pick up on sailor's idea - let folks brand a barrel and come

get it later. That does seem to be the gist of it...

[Vadertime]

If she were to knock my bunghole, I'm not sure how well it'd end.

Go check out Black Swan then watch the commercial again.

[GaryT]

Saw the commercial on TV and was like 'Holy crap - she makes bourbon sexy'. But I'm still not buying JBW

[squire]

I'd buy it if she asked personally.

[CL]

Well, it seems Beam has succeeded. Having Mila as a spokesperson has even the hard core bourbon enthusiasts talking about Beam.

[K4MJK]

Well, it seems Beam has succeeded. Having Mila as a spokesperson has even the hard core bourbon enthusiasts talking about Beam.

Its still JBW no room on my shelf for it

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[danz]

This reminds me of those Claire Forlani Dewar's ads, but with less of an "I'm an angry drunk" element. I guess we should be glad Jim Beam White wears an actual age statement.

Edited March 23, 2014 by danz

[callmeox]

There is an age stated Beam white label in some markets, but the standard release is NAS.

As far as the white label being aged twice as long as the law mandates, I thought Beam already did that fuzzy math on the "double aged" Black label.

Maybe Suntory is prepping to buy the Doublemint and Double Bubble brands as well.

[mbroo5880i]

I'd buy it if she asked personally.

It would take more than her just asking me. Now, if she were giving out samples...

[mbroo5880i]

I am just not sold by popular or sexy spokepersons like Leonardo or Mila. Everyone knows the best whiskey is produced by companies founded by old men with long beards.

[mosugoji64]

I am just not sold by popular or sexy spokepersons like Leonardo or Mila. Everyone knows the best whiskey is produced by companies founded by old men with long beards.

Agreed. The best ads for me would feature the master distillers talking about the whiskey but I don't think we're the target of this campaign.

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[hn4bourbon]

These ads are obviously not targeted at us as their target audience:) my wife and I saw this ad the other night and Mila had my attention the whole time. My wife who knows nothing about Beam or bourbon said "that's cool" at the end and said she will now remember the brand. They've succeeded.

[ramblinman]

I'm thrilled they're putting some energy into promoting straight bourbon instead of some vanilla cranberry flavored monstrosity.

[squire]

I think they've settled their cross hairs on Jack.