Jim Beam® Launches Responsible Drinking Strategy

Nicole Thurston

Burson-Marsteller

(02) 9928 1504/ 0401 677 178

 

Bridget Candy

Burson-Marsteller

(02) 9928 1549/ 0406 624 284

‘Where Do You Draw the Line?’

Sydney, Australia – August 1, 2008 - Australia’s number one bourbon, Jim Beam®,  is launching a responsible drinking campaign to educate consumers on standard drink measures and encourage them to question their own drinking patterns.

 

The strategy, titled ‘Where Do You Draw the Line?’ focuses on personal responsibility and the importance of knowing what’s right for you when drinking. 

 

Keeping in line with Jim Beam’s current brand identity, the campaign is not designed to tell people what to do. Instead, it works alongside consumers and asks the question – providing people with information so they can take responsibility for themselves and make the right choices. 

 

Phil Baldock, MD Beam Global Spirits and Wine Asia Pacific, says recent RTD taxes and the Rudd Government’s efforts to combat binge drinking has placed the industry under scrutiny. “The current environment of government pressure, lack of education regarding standard drink measures, and confusion about what constitutes binge drinking, has provided us with the impetus to think about what is needed in the market place to address these issues.

 

“Jim Beam isn’t the sort of brand that tells people what to do – we don’t want to preach responsible drinking messages, but encourage people to think about their own limits and ultimately know where to draw the line.

 

“‘Where Do You Draw the Line’ is an educational campaign that works with consumers to educate them about what a standard drink is. No matter what they are drinking – whether it’s beer, wine or spirits,” said Mr Baldock.

 

The strategywill be implemented in a phased approach with the messages slowly being integrated across the entire Jim Beam brand. This grass roots approach will kick off with Jim Beam’s on-track presence at the V8 Supercar Round 8, at Winton Raceway on 1 August. Here, Jim Beam will unveil its ‘Where Do You Draw the Line?’ branded V8 Supercar Safety and Course Car.

 

Jim Beam will continue to implement ‘Where Do You Draw the Line?’ activity over the coming months through the Jim Beam Party Crew, its on-track and off-track involvement in the V8 Supercar Series at Phillip Island, Bathurst and Indy 300 on the Gold Coast and through its key sponsorship partners and universities.  

 

 “Jim Beam has always been committed to supporting responsible drinking initiatives, and ‘Where Do You Draw the Line’ highlights the company’s commitment to ‘walking the walk’ – not just talking the talk. People can be confident our commitment to responsible drinking goes beyond a tagline,” adds Mr Baldock.  

 

Note to photo desks: The Jim Beam V8 Supercar Safety and Course Car can be seen live on Friday,  August 1st at Winton Raceway and again on-track throughout the Winton Raceway weekend. 

 

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, Larios® Gin, Whisky DYC®, Teacher’s® Scotch Whisky, DeKuyper® Cordials and Liqueurs, Knob Creek® Bourbon and Starbucks™ Liqueurs.  Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion.  For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.