Jim Beam, the world’s no.1 bourbon whiskey from the Beam Suntory’s portfolio, is set to make a splash in the Indian market with an attractive new packaging and an exciting price tag. The group’s flagship brand globally, Jim Beam White, will now be available at a price tag of Rs 1250 (in Gurgaon) and Rs. 1555 (in Kolkata), priced similar to the standard scotch and premium vodka category.
Jim Beam, an iconic American brand with sales of more than 7 million cases across the world, has been one of the fastest growing whiskey brands globally in 2013 (IWSR Global Database 2014). The famous Hollywood actor and youth icon, Mila Kunis, recently came on board as Jim Beam’s Global Brand Ambassador under the Jim Beam’s new Make History™ multi-media brand campaign that will reach more than 100 markets worldwide. Make History™ is the first-ever global marketing campaign for the iconic American brand, which traces its history to 1795. With a proud history of more than 200 years, the legacy of Jim Beam is currently being carried forward by Fred Noe, Jim Beam’s great grandson and the 7th-generation Beam family Master Distiller. When asked what is the best way to enjoy Jim Beam, Fred Noe famously replied “Any Damn Way You Please” – his way of highlighting the versatility and mixability of the brand. It’s not a surprise that some of the most famous whiskey cocktails in the world are made with bourbon whiskey.
Mirroring a global trend, American Whiskey is fast gaining popularity in India with the highest growth rate amongst all the whisky categories sold in India as per IWSR 2014. Looking to capture this growing opportunity, Jim Beam launched an exclusive limited period offer last month for the International travelers at Delhi Duty Free Services Pvt. Ltd (DDFS), T3, IGI Airport in New Delhi. All international passengers got a chance to create the ultimate bachelor pad for themselves by winning attractive gifts such as a high-end Sports bike, a Lazy Boy recliner, a home theatre system, an LCD TV, I Pad amongst others on every purchase of Jim Beam.
With the new price point in the domestic market, Jim Beam is looking to tap young urban consumers who are upgrading to the international spirits category. On Jim Beam’s latest move, Neeraj Kumar, Director-Marketing & Sales, Beam Suntory India said, “India is an exciting emerging market for premium international spirits and the number of new consumers is growing steadily. Indians are the biggest consumers of whiskies in the world and new consumers entering the category are searching for flavorful expressions of whiskies. With Jim Beam at an exciting new price, whiskey consumers will have the opportunity to experience a truly global and iconic American brand which can be enjoyed in many versatile ways. After Gurgaon and Kolkata, the initiative will be steadily rolled out across other states as well. Along with Teacher’s, India’s most loved Scotch whisky, we expect Jim Beam to become the second pillar of growth for us.”
