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Growing distribution of Jim Beam across the UK

Creative, Content, Experiential, PR, Strategy, Campaign, Trade, Strategy

Jim Beam presents Class of 2018 was a bartender engagement programme brought to life through the creative concept of an American college theme. The programme was a category approach to bourbon, with a focus on Jim Beam, aimed to pass the Beam family knowledge onto a new generation of bartenders.

The sessions educated bartenders through a number of subjects including history of bourbon and distillation, taste profiles, rising trends in the industry, bar business management and an interactive tasting of the bourbon range and small batch bourbon.

White Label developed the look and feel through a range of assets, as well as an end of year exam to cement the college theme and make the session more interactive.

Results

300+

bartenders

4

key cities

98%

would recommend Jim Beam to customers

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