Beam Global Spirits & Wine, Inc.

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Summary:

Two of the world’s leading whisk(e)y authorities took to the stage to address the age-old question – Which is the world’s favorite whisk(e)y, bourbon or scotch? – during the inaugural Great Whisk(e)y Debates. Masterminded by JSH&A Public Relations and Beam Global Spirits & Wine in 2001 to promote Basil Hayden’s® Bourbon, Knob Creek® Bourbon, Ardmore™ Traditional Cask Highland Single Malt Whisky and Laphroaig® Scotch Whisky, The Great Whisk(e)y Debate tasting presentations create an entertaining and informative forum to generate consumer and media awareness and stimulate trial.

Strategies:

• Generate brand trial and awareness at formal tasting presentations executed in key retail markets
• Educate and entertain consumers and members of the trade, while reinforcing the significance of a proper whisk(e)y tasting with whisk(e)y authorities
• Further spur media interest by creating a new forum in which to cover spirits

Key Results:

• Conducted Great Whisk(e)y Debate presentations in key retail markets including New York, San Francisco, Boston, Denver, Philadelphia, Phoenix and Baltimore
• Exposed nearly 3,000 core consumers to Basil Hayden’s, Knob Creek, Ardmore and Laphroaig