April 25, 2024 13:20 (IST)
Follow us:
Jim Beam eyeing a larger pie of the Indian Whiskey market
New Delhi, Aug 14 (IBNS) Jim Beam, the world’s no.1 bourbon whiskey from the Beam Suntory’s portfolio, is all set to make a splash in the Indian market with an attractive new packaging and an exciting price tag.
The group’s flagship brand globally, Jim Beam White, will now be available at a price tag of Rs 1250 (in Gurgaon) and Rs. 1555 (in Kolkata), priced similar to the standard scotch and premium vodka category.
Jim Beam, an iconic American brand with sales of more than 7 million cases across the world, has been one of the fastest growing whiskey brands globally in 2013 (IWSR Global Database 2014).
The famous Hollywood actor and youth icon, Mila Kunis, recently came on board as Jim Beam’s Global Brand Ambassador under the Jim Beam's new Make History multi-media brand campaign that will reach more than 100 markets worldwide.
Make History is the first-ever global marketing campaign for the iconic American brand, which traces its history to 1795.
With a history of more than 200 years, the legacy of Jim Beam is currently being carried forward by Fred Noe, Jim Beam’s great grandson and the 7th-generation Beam family Master Distiller. When asked what is the best way to enjoy Jim Beam, Fred Noe famously replied “Any Damn Way You Please” – his way of highlighting the versatility and mixability of the brand. It’s not a surprise that some of the most famous whiskey cocktails in the world are made with bourbon whiskey.
Mirroring a global trend, American Whiskey is fast gaining popularity in India with the highest growth rate amongst all the whisky categories sold in India as per IWSR 2014.
Looking to capture this growing opportunity, Jim Beam launched an exclusive limited period offer last month for the International travelers at Delhi Duty Free Services Pvt. Ltd (DDFS), T3, IGI Airport in New Delhi. All international passengers got a chance to create the ultimate bachelor pad for themselves by winning attractive gifts such as a high-end Sports bike, a Lazy Boy recliner, a home theatre system, an LCD TV, I Pad amongst others on every purchase of Jim Beam.
With the new price point in the domestic market, Jim Beam is looking to tap young urban consumers who are upgrading to the international spirits category.
On Jim Beam’s latest move, Neeraj Kumar, Director-Marketing & Sales, Beam Suntory India said, “India is an exciting emerging market for premium international spirits and the number of new consumers is growing steadily. Indians are the biggest consumers of whiskies in the world and new consumers entering the category are searching for flavorful expressions of whiskies."
"With Jim Beam at an exciting new price, whiskey consumers will have the opportunity to experience a truly global and iconic American brand which can be enjoyed in many versatile ways. After Gurgaon and Kolkata, the initiative will be steadily rolled out across other states as well. Along with Teacher’s, India’s most loved Scotch whisky, we expect Jim Beam to become the second pillar of growth for us," he said.
Support Our Journalism
We cannot do without you.. your contribution supports unbiased journalism
IBNS is not driven by any ism- not wokeism, not racism, not skewed secularism, not hyper right-wing or left liberal ideals, nor by any hardline religious beliefs or hyper nationalism. We want to serve you good old objective news, as they are. We do not judge or preach. We let people decide for themselves. We only try to present factual and well-sourced news.
Support objective journalism for a small contribution.
Latest Headlines
Credit card spending grows 27% YoY to Rs 18.26 trillion in FY24: RBI Thu, Apr 25 2024
Mahindra Tractors crosses milestone by selling 40 lakh tractor units Thu, Apr 25 2024
DishTV India expects to touch 30 percent market share at the end of current financial year, says CEO Manoj Dobhal Thu, Apr 25 2024
DCB Bank Q4FY24: PAT grows YoY 9% to Rs 156 cr Wed, Apr 24 2024
NSE launches Derivatives on the Nifty Next 50 Index today Wed, Apr 24 2024
JPMorgan CEO praises PM Modi for doing 'unbelievable' job in India Wed, Apr 24 2024