JIM Beam bourbon is set to strengthen its presence in Australia with a multi-million dollar licensing campaign designed to capture the younger male spirit drinker while retaining current consumer loyalty.
Australasia is a significant market for Jim Beam. Australia accounts for 25 per cent of the total Jim Beam business worldwide and Jim Beam Bourbon is the number one selling spirit in Australia. Jim Beam also holds the number one position for a distilled spirit in New Zealand.
According to Anthony Harvey of Licensing Works , recently appointed licensing agent for Jim Beam, the brand is focused on creating and building an image in Australasia and licensing the brand is one of the best ways to achieve this.
"We will be looking to enhance the image of Jim Beam by adding new levels of brand contact that elevate the brand stature,” he said.
"Initially the merchandise will include an apparel range – T-shirts, polo shirts, headwear and fashion accessories; a sleepwear range including boxer shorts; and giftware comprising key chains, glassware, coffee mugs and can holders.
"New logos, swing tickets, signatures and slogans are currently in development and will be used across each range.
"The brand lends itself to a whole range of merchandise and there are many exciting opportunities to be explored. We'll even be looking at food related merchandise such as BBQ sauces, ketchup, mustards, cakes, ice-cream and chocolates," Mr Harvey said.
For a brand that has a marketing history of more than 60 years, there are still new frontiers to open up.