How cultural insights informed Jim Beam’s global rebrand efforts across 23 markets

Melanie Chevalier

Case study detailing why brands must be diligent when adapting global campaigns to local markets.

Jim Beam is a bourbon whiskey produced by Beam Suntory, and is one of the best-selling bourbon brands in the world. The family business was founded in 1795 and to this day, seven generations of the Beam family have been involved in its production.

In 2018, Jim Beam started working on a rebranding campaign in order to further reach existing and new markets. The brand wanted to capitalise on three key values: openness, with a welcoming attitude and having fun together.

Jim Beam wanted to gain insights into the bourbon drinking market and its consumers in 23 markets worldwide, as...

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