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   Grand Opening of the Jim Beam American Stillhouse
   Consumer/Jim Beam/The Americas/JSH&A Communications

Challenge

The opening of Jim Beam's new visitors center -- the Jim Beam American Stillhouse -- in Claremont, Ky., marked a key milestone for the brand. Nowhere else could you experience how the world's No. 1 bourbon is made, and also participate in the full bourbon production process. To commemorate this event, JSH&A was tasked with driving national, local and trade media coverage around the brand and visitors center. Coinciding with the visitors center grand opening, the Beam family was releasing its first-ever family memoir, Beam, Straight Up: The Bold Story of the First Family of Bourbon. JSH&A also was challenged to drive awareness of the memoir among media.

Response

JSH&A set the stage for a one-of-a-kind event hosted by 7th generation Jim Beam master distiller Frederick “Fred” Booker Noe III and Kentucky Governor Steven L. Beshear, as well as other key corporate executives. VIP guests, including employees, sales representatives, industry members and media were invited to help open the doors to the new visitors' experience. Guided by the theme "Come as friends, leave as family," the day-long event included a ceremony, VIP tours and a bourbonque on the historic distillery grounds.

Results

The JSH&A team secured more than 420 media placements, earning more than 86 million impressions. Key highlights include: - The grand opening was covered by all major broadcast outlets in Louisville and Lexington. - An Associated Press travel feature was syndicated across major metro markets nationwide - The news was picked up by Yahoo!, USA Today, CNN, Courier-Journal, FoxNews.com, among others - On-site event attendance and coverage by 12 core consumer and trade journalists, including Kentucky Beverage Journal, the Kentucky Standard, Associated Press, DrinkSpirits.com and Liquor.com