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JIM BEAM SHOWS OF ITS
CREDENTIALS
Now ranking 13th on the world’s top 100
premium spirits list and the number one-
selling bourbon in the world, Jim Beam is
on something of a roll internationally.
Global sales soared beyond the six million
case mark for the first time in 2007 with
volume split evenly between the US and
the rest of the world. Australia, Germany
and the UK are core international
markets for the brand, while rapid high-
double digit growth is being experienced
in emerging markets such as Russia,
Spain, Italy, India, and China.
Here the figures are impressive with COOLEY PUTS INDEPENDENT FOOT FORWARD
sales of Jim Beam in Russia, for example, By any measure, Irish whiskey has been the spirits
growing 48% to nearly 21,000 9-litre success story of the past decade, as consumers
cases last year (IWSR data). Conventional press and TV advertising is very much discover the easy-drinking style of the spirit that also
part of the Jim Beam marketing strategy and the brand is also heavily involved in boasts a goodly array of whiskies at the premium
sports partnerships, particularly in the US. end. The Cooley Distillery, Ireland’s only
Increasingly, however, Jim Beam is getting out there to promote itself as a party independently owned distillery, has all the quality
drink and challenge consumer perceptions of bourbon. In Australia, for example, benchmarks covered with its range, starting with the
the Jim Beam Party Crew, an all-female band of brand ambassadors, is key to blended Kilbeggan to The Connemara and The
promoting both the bourbon and the Beam ‘n’ Cola RTD. It’s interesting to note Tyrconnell, both single malts. These were joined in
that Jim Beam is the number one spirit of any kind in Australia and Australians also 2006 by Greenore Single Grain whiskey, a real
down more than 7 million cases of Beam ’n’ Cola per year. innovation in the market.
In Russia the Jim Beam Party Crew carry out guerilla marketing in Moscow bars Irish whiskey marketing is no longer confined to the
armed with hammers, plungers and other tools to “fix” Russians’ knowledge of seasonal boxes of Christmas and St Patrick’s Day
bourbon, and underline the heritage of this most American of drinks. This type of and during the past year Cooley has been very active
promotional activity is extremely effective in emerging markets, where a lack of on the marketing front. An increased spend on print
understanding of the brand is the main barrier to purchase. As consumers in these advertising for the single malts and grain whiskies
countries increasingly gain economic clout and the ability to afford imported spirits, has targeted whiskey connoisseurs and specialist
Jim Beam is clearly on the right track. retailers through publications like Whisky Magazine
and Malt Advocate. Travel retail is an important
arena for Cooley and a range of new gift packs has
BAGPIPER IN BOLLYWOOD MODE been developed for the Kilbeggan 15 Year Old
In India whisky is slowly moving from being brown stuff in a alongside new miniature packs, which are primed to
bottle to a spirit with genuine quality. As it does, Indian whisky stimulate trial of the latest Tyrconnell Port and Sherry
marketing is becoming more sophisticated, despite the fact wood finishes.
that all advertising for alcohol is banned. Major brand owners The latter is proving tremendously successful in
like United Spirits get round this by launching non-alcoholic getting people to experiment with the new
brand extensions bearing the original brand’s name and logo. expressions and try before they buy. Equally
United Spirits owned Bagpiper Whisky, the 10th largest whisky successful was a recent promotion at Dublin Airport
brand in the world with a 35% share of the domestic whisky where consumers were invited to sample the Cooley
market, is also the fastest growing thanks to a marketing range and “unearth the authentic taste of Ireland”.
strategy based on celebrity endorsements and its association with Bollywood glamour. Germany, France, Benelux, US, Scandinavia and
Bagpiper Whisky is promoted in aspirational ads for golf accessories, soda water and CDs increasingly Russia are Cooley’s most important
fronted by popular Bollywood actors, as well as high-profile events and sports sponsorship. markets. All are showing substantial growth with
It’s a clever way to tap into the Indian obsession with stars of film. Word has it, however, Germany doing particularly well in terms of the single
that the Indian government is going to stamp down on this type of “surrogate advertising”, malts where Tyrconnell is up 16% and Connemara up
so it will be interesting to see what the marketeers come up with next. 18% from already strong bases.
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