Beam Global Spirits & Wine Inc., marketer of Jim Beam bourbon and other distilled spirits brands, Monday announced a voluntary standard that would restrict its print, TV and radio advertising to media
whose audience composition is at least 75% legal drinking age consumers. The move raises the stakes among alcohol marketers who have adopted a voluntary industry standard of placing ads in media with
70% of their audience of legal drinking age.
Beam also committed that on an "aggregate annual basis," its advertising would reach a minimum average of 85% of legal drinking age consumers.
In
addition, the company announced it has voluntarily established the following policies:
* Not to market or advertise at "Spring Break" events nor utilize the term "Spring Break" in any
marketing materials.
* To restrict brand images in video games.
* Not to market or sell any products in the "Flavored Malt Beverage" category.
* Not to advertise on outdoor locations
within 500 feet of playgrounds.
Beam said it received a letter signed by 37 state attorneys general applauding its move.
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