• September 13, 2007

Jim Beam has unveiled a 32,000-square-foot ad, one of the largest in the out of home category, on the side of the RIO All-Suite Hotel & Casino in Las Vegas--which boasts the highest per capita distilled spirits consumption in the U.S.--to celebrate National Bourbon Heritage Month.

Throughout September, the RIO will offer Jim Beam bourbon-inspired entrees and signature cocktails in its bars and restaurants. In addition, the Jim Beam Heritage Trailer will be on-site, featuring historical displays and exclusive Jim Beam Racing videos and racing memorabilia from Jim Beam Racing drivers Robby Gordon of Nascar and Michael Andretti of the Indy Racing League.

The larger-than-life ad features an oversized bottle of Jim Beam Bourbon and reaffirms that Jim Beam has been true to its recipe for more than 200 years with the phrase: "Not available in pomegranate." The ad will remain wrapped around the Rio through November.

--Nina M. Lentini