I'll Drink To That: Leo Burnett Wins Global Creative AOR Duties For Jim Beam

Beam Suntory has named Leo Burnett its global creative agency of record for top-selling bourbon Jim Beam and the agency will develop a new global positioning and creative platform for the brand.

The win represents an expansion of the agency’s relationship with the client.

This summer, following a competitive pitch Burnett was appointed agency of record for Legent, a Kentucky whiskey crafted in the traditional Japanese technique.

Earlier this year Burnett won a Beam Suntory pitch to launch a new ready-to-drink in 2023.

Burnett also leads creative work for small batch brands, Knob Creek and Basil Hayden.

The win also comes as the client is on the upswing financially: first-half sales were up 13%.

Burnett’s upcoming campaign for the brand will be Beam Suntory’s latest investment in Jim Beam. The company recently completed a $60 million renovation of the brand’s homeplace in Clermont, KY, uniting its family of brands, elevating its visitor experience, and establishing the Fred B. Noe Distillery, where 8th Generation Beam Distiller Freddie Noe will craft the Beam whiskies of the future.



Earlier this month, Beam Suntory announced a $400 million investment to expand capacity for Jim Beam leveraging renewable energy at its Booker Noe Distillery in Boston, KY.

Japan-based Suntory Holdings acquired Beam in 2014 for a reported $16 billion, prompting the company to change its name to Beam Suntory.



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