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Since its founding in 1870, seven generations of Beams have helped make Jim Beam the world’s No. 1 selling bourbon. When visitors arrive at the Jim Beam Distillery in Clermont, Ky., they’re greeted with a sign reading “Come as friends, leave as family.” We wanted to make that feeling tangible to visitors – and turn them into brand advocates.
The idea was simple: to make everyone who visits the distillery an honorary Beam.
To do this, we created an iconic, 12-foot-tall barrel that housed a photo booth. Visitors to the distillery can have their photos taken in this booth to start the process of becoming a Beam. Their photos are reformatted into a woodcut just like the seven portraits that appear on the side of every bottle of Jim Beam White. This image then becomes part of a custom Jim Beam label, with the visitor’s surname replaced with “Beam” – so John Smith becomes John S. Beam. The labels are printed instantly, so that visitors can then purchase a bottle of Jim Beam on which to attach it – and share with friends via social media.
I’m Beam App
Tablet and smartphone app provided the functionality and shareability of the giant barrel in a format that’s much easier to carry in your pocket.
Big barrel, bigger family.
Thousands of customer data information captures
Hundreds of incremental cases of personalized bottles sold at very favorable margins
A successful pilot that will be rolled out into other regions