Beam Propagandizes About Bourbon Age

[smokinjoe]

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

Shazam!! I love your glass half full thinking! Well done! Ramblin', you are the Star of the Day.

[Harry in WashDC]

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

One can only hope. Maybe like Kirin did with FR, Suntory will try to compete by improving the quality at a good value of some of the Beam lines.

[Josh]

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.

[JPBoston]

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

[393foureyedfox]

I don't even find myself overly-attracted to her in the films she's in... but something about a pretty girl who enjoys bourbon...

I agree, but the tomboyish nature of her in that role is something that would, I believe, in general, appeal to the nature of most bourbon drinking males.

[smokinjoe]

Well Mila ain't gonna be drinkin' much for the next several months...She's reportedly expecting a Littlekutcher...

[MyOldKyDram]

Then she should drink A LOT.

[Ravensfire]

Then she should drink A LOT.

No, that's probably how she GOT that way.

[squire]

You fellas are a wellspring of current issues . . . on certain subjects.

[cowdery]

Here's how I analyze Beam's marketing decisions. Bourbon is booming. Everyone is a potential bourbon drinker, regardless of what they drink now, regardless of what they have consumed in the past. Also regardless of sex. So Kunis represents the bourbon newcomer. She's well known and attractive without being threatening. She appeals to men and women. She can switch between badass broad and sweet girly girl with equal conviction.

Fred's pretty tickled about the whole thing and he interacts with her very well.

Young people will try new things but they also want to fit in quickly. If there are NAS bottles of Jim Beam, I've never seen one. The age statement may be in small type on the side but it's there. That has long been a thing with them. The statement "aged twice as long as the law requires" is a free-standing statement. It might be nice if you understood the context but it's not necessary. If people remember it and repeat it, they won't be wrong.

Fred showing Mila the 'Kentucky chew' is the same thing. It's simple, easy to convey, and gives the viewer easy, instant knowledge. As Kunis is initiated, we the viewers are initiated.

The age statement may also be a pre-emptive strike at micros. Not all Kentucky Straight Bourbon Whiskey is created equal. There aren't any two-year-old Kentucky Straight Bourbon Whiskeys on the market right now, but there could be and may be soon. Also, think about the other short, truthful statements they can make? That might well be the strongest one.

TV advertising for distilled spirits is still new and the companies are still feeling their way. Only Beam and Daniel's are big enough to do much TV advertising, although Crown Royal has been playing in the same space. I'm sure everyone here would be loath to mention Crown in the same breath as even the most mass of mass bourbon brands, but go back to my original statement and change 'bourbon' to 'whiskey.' It's a well-known adage that people don't buy types (i.e., bourbon, scotch, Canadian), they buy brands. Is there a true bourbon space or is it a whiskey space?

Jim Beam doesn't care if you know the difference between scotch and bourbon. They just want you to buy Jim Beam.

[Vadertime]

And that's the bottom line, cause The Col. said so!

[Yeti]

I like the ads, and other than employing a beautiful brunette, I don't see any comparison with the Dewar's campaign. These are positive, concise, fundamentally truthful, and well produced ads promoting straight bourbon (like ramblinman said). What's not to like?

Other than Jim Beam White label?

[MyOldKyDram]

Finally saw the ad on TV last night. Thought it was pretty good and likely will be plenty successful for Bourbon in general and Beam in particular. Good for them.

[Josh]

I agree. It's a good ad. Bragging about being 4 y/o is silly to us enthusiasts but it probably sounds good to most people.

Anyway, it's a sexy commercial but just because Mila herself is sexy. It's similar to the JW blue campaign with Christina Hendricks in that way. The Dewars ads always seem to be trying too hard to be sexy.

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[WsmataU]

Well Mila ain't gonna be drinkin' much for the next several months...She's reportedly expecting a Littlekutcher...

Yeah I bet the Beam Advertising group shat a brick when they saw this. Something about being pregnant and drinking bourbon may send the wrong message and definitely kills the sex appeal!

[Tony Santana]

My wife asked if I had more respect for Mila after seeing the TV ad. I pondered for awhile, then said if she really likes bourbon, and the brand, and was taking an opportunity to make some coin at the same time - I had more respect for her. If she didn't know anything about it and was just making a quick buck, I had less respect for her.

But who am I kidding? I just think she's hot.

[sob0728]

Young people will try new things but they also want to fit in quickly. If there are NAS bottles of Jim Beam, I've never seen one. The age statement may be in small type on the side but it's there. The age statement may also be a pre-emptive strike at micros. Not all Kentucky Straight Bourbon Whiskey is created equal. There aren't any two-year-old Kentucky Straight Bourbon Whiskeys on the market right now, but there could be and may be soon. Also, think about the other short, truthful statements they can make? That might well be the strongest one.

Correct me if I am wrong, but I believe the spanish brandy signature craft and the new Beam Single Barrel are both NAS.

[flahute]

My wife asked if I had more respect for Mila after seeing the TV ad. I pondered for awhile, then said if she really likes bourbon, and the brand, and was taking an opportunity to make some coin at the same time - I had more respect for her. If she didn't know anything about it and was just making a quick buck, I had less respect for her.

But who am I kidding? I just think she's hot.

My understanding, and I can't remember where I saw it, is that she really does like bourbon and Jim Beam so it was a natural fit for her do this ad campaign.

[Ravensfire]

Correct me if I am wrong, but I believe the spanish brandy signature craft and the new Beam Single Barrel are both NAS.

You are correct. Some of the reviews for the SB say it's 4-7 years. I haven't had the SB yet. The 12 year isn't too bad and the spanish brandy is interesting - sample it if you can (or get a pour at a bar).

[smokinjoe]

Correct me if I am wrong, but I believe the spanish brandy signature craft and the new Beam Single Barrel are both NAS.

I think Chuck was referring specifically to the Jim Beam White Label.

[Josh]

I just rewatched this ad the other night and it occurred to me that a big open fire like that in a full rickhouse is not a very good idea.

[squire]

Perhaps Mila had a chill.