• by Steve McClellan  @mp_mcclellan, January 7, 2021

Jim BeamBourbon is kicking off the year with a campaign, developed with adam&eveNYC, that pitches a highball cocktail—in this case made with Jim Beam Bourbon and ginger ale—as a refreshing alternative to beer.

The new campaign broke this week and will air throughout 2021 on more than 20 national TV networks, including MLB Network and ESPN2, AMC and Comedy Central, and major broadcast networks including ABC, FOX and NBC. 

Beam's media agency is Starcom USA.

In addition to media partnerships, the bourbon brand will deploy Highball programming throughout the year including retail marketing, baseball stadium activations, consumer sampling and value-add packaging.  

The brand will also host "Beam Gardens," a playful take on traditional beer gardens, in several markets across the country. These pop-up experiences, appearing where local guidelines and public health conditions allow, will welcome legal-drinking-aged consumers to enjoy Jim Beam Highballs on tap.