Wild Turkey's New "Trust Your Spirit" Global Campaign Spotlights Bold Stories from Three Trailblazing Music Artists

Starring Shakey Graves, Matt Corby, and Yoohei Kawakami, New Creative from the Iconic American Whiskey Brand begins rolling out globally this month

LAWRENCEBURG, Ky., May 9, 2023 -- Wild Turkey, the iconic American bourbon brand, today unveiled the newest creative in its global campaign and platform, "Trust Your Spirit," with cameos from world renowned musicians Shakey Graves, Matt Corby, and Yoohei Kawakami. The new films tell the story of each artist's journey to find their voice, following their instincts to create art their own way. The creative uses music as a medium to illustrate what happens when you 'Trust Your Spirit,' just like Wild Turkey has done for decades.

In a series of digital vignettes, rolling out globally starting this month, the three trailblazing artists each tell their own career story illustrating how intuition led them to where they are today. There's an extra spark that can be felt when music was created based on the creator's gut feeling, not based on the whims of others. The same is true in bourbon. Wild Turkey, under the leadership of legendary father and son Master Distilling team Jimmy and Eddie Russell, has been faithful to its iconic recipe and craft for decades. The tagline "Trust Your Spirit," is a bold and confident rallying cry that echoes the family ethos: the best results come when you do things your way, the right way.

Austin, Texas-native Alejandro Rose-Garcia, known as Shakey Graves, started his career as an actor but soon moved on to becoming a one-man band with the confidence to deliver his own story his own way. Australian artist Matt Corby had a career path laid out for him by others, but he took a detour, building his own recording studio on a ranch in the woods to truly find his own voice. And Yoohei Kawakami from the band Alexandros performed in parks around Tokyo for years to hone his sound, but it wasn't until he gave up what he thought people wanted to hear that he found his confidence and is now part of a hit band.

"The message of 'Trust Your Spirit' resonates across geographies and cultures," said Raul Gonzalez, Global Managing Director for Spirits at Campari Group. He adds, "The idea was inspired by the legacy of Wild Turkey and the people that have built it, but that passion and commitment exists in industries all over the world and we're excited to celebrate it with this campaign. It's been an honor to partner with these talented musicians who embody the spirit of Wild Turkey."

To further illustrate the connection between Wild Turkey and music, a custom, hi-fi listening lounge was built as the backdrop. The bar is both a green room and a storytelling platform for each artist. Shakey Graves, Matt Corby, and Yoohei Kawakami can each be found at the bar sharing their tale, before they pass through to perform their own song in a curated "venue" representing their unique spirit – from the stage, to the woods, to the runway. After each electric performance - "Roll the Bones" by Shakey Graves, "Big Smoke" by Matt Corby, and "de Mexico" by Alexandros - the artists return to the listening lounge to toast to the journey with a Wild Turkey Bourbon.

Led by Creative Director Josh Combs, the "Trust Your Spirit" creative platform symbolizes the dedication of the Russell family and legacy of Wild Turkey bourbon. Beyond the films, the 'Trust Your Spirit' campaign will come to life through omni-channel programs in key markets around the world. Whiskey fans of legal drinking age will have the opportunity to experience the music of these and other emerging musical artists at one-of-a-kind concerts, festival experiences, and intimate listening events, such as:

• United States: In partnership with iHeartMedia, Wild Turkey will offer whiskey lovers and music fans an opportunity to visit the bespoke Wild Turkey Lounge at select music festivals across the country and attend 101 Bold Nights concerts headlined by top musical acts such as Shakey Graves and The Black Keys. The brand will also continue working to advance emerging artists through its #101BoldNightsMusicMentorship and give back to those who strive to shape culture in their community through charitable donations to both Spaceflight Records and the Sweet Relief Musicians Fund.
• Australia: In partnership with BRING, Universal Music For Brands, and Eleven PR, Wild Turkey is partnering with multi-ARIA winning artist Matt Corby to launch its new platform Music 101 – a purpose-led music and experiential campaign featuring a mentorship program for aspiring Australian artists and a series of live off-grid gigs. The mentorship winners will hit the road alongside other iconic Aussie artists to play live from a custom-built 101 Music Mobile Music Home, featuring a custom bourbon bar, recording studio and stage. Fans will be able to hear intimate sessions from some of Australia's most exciting musical talent wherever the Mobile Music Home turns up – with music moments big and small planned throughout the year. The program also supports 50 local artists across Australia, providing opportunities for fans to experience great music, great talent & Wild Turkey Bourbon.

For more information, visit wildturkeybourbon.com or follow Wild Turkey at @wildturkey.

Campaign Credits
Campari Group
Global Managing Director: Raul Gonzalez
Global VP: Mattia Carlozzo
Global Whiskey Director: Joseph Baide
Global Senior Brand Manager: RJ Whittington
Executive Creative Director: Josh Combs

Production
Production Company: Landia
Director: Marco Gentile
DoP: Patrick Golan
Executive Producer: Viridiana Guadarrama
Executive Producer: Cynthia Reyna
1st AD: Manuel Magallanes
Line Producer: David Izguerra
Production Designer: Luciano Lasca
Production Advisor and Coordination: The Production Advisory Group
Postproduction Coordinator: Kevin Rosales
Editorial Company: Rock Paper Scissors
Editor: Derrick Monks (RPS)
Colorist: Joseph Bicknell @ Company 3

Music: Shakey Graves "Roll the Bones"
Music: Alexandros: "de Mexico"
Music: Matt Corby "Big Smoke"

ABOUT WILD TURKEY
The distillery for Wild Turkey Bourbon is in Kentucky, situated on a deep limestone shelf on the Kentucky River. The shelf acts as a natural filter and provides the distillery with crystal clear water, vital to making such a high-quality product. Wild Turkey features the legendary father and son Master Distilling team of Jimmy and Eddie Russell, who have over 100 years of collective experience working at the Wild Turkey distillery.

Wild Turkey is distilled and put into new oak barrels at a much lower ABV than most bourbons. This results in a much richer flavor, as less is cooked out during the production process. Ageing in the highest quality new American oak barrels with the heaviest char available (the Number 4 "alligator" char), imparts a smooth flavor and deep amber color to the whiskey. The barrels are filled at the distillery in Lawrenceburg, Kentucky. Website: wildturkey.com.

ABOUT CAMPARI GROUP
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. Campari Group has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Campari Group is headquartered in Sesto San Giovanni, Italy, and owns 22 plants worldwide with its own distribution network in 23 countries. The shares of the parent company, Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM), have been listed on the Italian Stock Exchange since 2001.

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B.R. Distilling Company Opens Memphis Tasting Room

(Photo courtesy of B.R. Distilling)

MEMPHIS, TN: B.R. Distilling Company, Memphis’ oldest licensed distillery, is elated to announce it is now offering tours at the distillery as well as tastings in a newly opened 550-square-foot tasting room. Fans of the award-winning bourbon line-up will now have the opportunity to learn about the brand as well as sample the three Blue Note Bourbons: Blue Note Juke Joint, Blue Note Crossroads, and Blue Note Uncut.

The personal tours of the 27,000-square-foot production facility will be led by the Blue Note team sharing their extensive knowledge of the brand and industry. The experience will offer guests an intimate understanding of what goes on behind the scenes, giving visitors a fascinating look into the history of bourbon and the art of crafting it. Having recently landed on both Whisky Advocate and Food & Wine’s lists of “must buys” with Blue Note Juke Joint Uncut and Blue Note Crossroads, B.R. Distilling offers an unparalleled experience like no other.

“We were looking to capture the feel of Blue Note Bourbon along with the essence of Memphis, all while providing an authentic visitor experience,” said President and COO Logan Welk. “As awareness of our brand has increased over the past few years, we viewed this opening as a beneficial way for our fans and customers to get to know more about us.”

Founded in 2013, the business was originally operated as a vodka distillery but later shifted its focus to aged spirits. Welk personally designed and renovated the space with the assistance of local plumbers and electricians. The wooden interiors were constructed from recycled oak pallets that were used to store barrels. What was originally named Big River Distilling became B.R. Distilling. Today, the distillery is known as a Memphis classic, and bourbon lovers from around the country have flocked to the location to attend the personal tasting tours.
The tours are set to run weekly on Thursday and Friday afternoons, from 1:30-2:30 and 3:30-4:30 p.m. CST. The experience lasts about an hour, and information on purchasing tickets can be found here.

Interviews, photography, and product are available upon request. 
About Blue Note: Blue Note Bourbon is offered in three different expressions – Blue Note Juke Joint (MSRP $34.99), Blue Note Uncut (MSRP $49.99), and Blue Note Crossroads (MSRP $44.99). Follow Blue Note on Instagram (@BlueNoteBourbon). More information can be found at www.BlueNoteBourbon.com.

About B.R. Distilling Company: B.R. Distilling Company is the oldest distillery in Memphis, TN, and produces two award-winning brands, Blue Note and Riverset, as well as several private label brands. Blue Note embodies Southern Culture and Delta Flavor. Blue Note is bold yet approachable with big notes and a smooth structure. Blue Note and Riverset are currently distributed in Alabama, Arkansas, Colorado, Connecticut, Florida, Georgia, Kansas, Kentucky, Louisiana, Mississippi, Missouri, New Jersey, New York, Oklahoma, South Carolina, Tennessee, and Texas. For more information, visit www.BRDistilling.com.

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Craft Whiskey Exploration Kit: For Dads Who Love Whiskey

The Craft Whiskey Exploration Kit makes a great Father’s Day gift for dads who are ready to be introduced to incredible independently owned craft whiskeys from all over the world! https://thecraftycask.myshopify.com/products/craft-whiskey-tasting-kit  SipScout is the first subscription club for craft drinks explorers and we're now offering a one-off purchase of our popular whiskey tasting kit.

We're big believers in drinking craft and supporting small business and this whiskey tasting kit helps you do just that. You'll discover 6 craft whiskeys styles from 6 different craft makers in 6 different regions to supercharge your whiskey understanding while also learning about your own palate so you can continue to find new whiskeys you love on your own.
PLUS:

• 6 craft whiskey samples, enough for two people to share
• A printed SipScout Report to guide you on your exploration
• A video overview of our Whiskey Tasting Techniques
• A downloadable tasting guide to use with this tasting and beyond

$90. Available at: https://thecraftycask.com/

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Ireland claims it gave whisky-making to Scotland, and the Scots tend to agree, however, Canada now makes the 'World's Best' potstill whisky!

VANCOUVER ISLAND, BC, May 3, 2023 - It's official: Canada, specifically Macaloney's Island Distillery on Vancouver Island, distils the best potstill whisky – in the world. Just announced at the prestigious World Whiskies Awards (WWA) in London UK, Macaloney's Kildara single potstill whisky took home the gold medal for 'World's Best.' This success demonstrates the resilience of Macaloney Distillers, who settled a lawsuit with the Scotch Whisky Association in April 2022.

Scotland, Ireland, the U.S.A., Japan and many other countries compete with over 1,500 whisky entries at the WWA. In taking 'World's Best Potstill Whisky,' Macaloney's Island Distillery, which has been making potstill whisky since 2019 beat 15-year-old, 21-year-old, and even 27-year-old whiskies to take the top award.

Graeme Macaloney PhD, Master Whiskymaker and President commented, "We make all our whiskies using traditional methods and hone these processes so they are the best they can possibly be. To achieve this, I studied at the Irish Whiskey Academy and visited with the Master Distiller at Ireland's biggest, most established distillery, Midleton."

Back in Canada, Dr. Macaloney fine-tuned the process and used Canadian barley to get better flavours, despite the lower yield of spirit. "It's about quality, not quantity," said Dr. Macaloney. "We use the best ingredients and equipment even though they cost more. That way, we're able to make award-winning whiskies for both whisky enthusiasts and those new to whisky appreciation to enjoy."

Macaloney's Island Distillery is not simply content to make World's Best whisky but plans to show the world how great Canadian whisky is. The distillery recently began exporting its products globally, with recent shipments going to the UK, U.S.A., Germany, Netherlands, Italy, Taiwan, and Malaysia. They've also arranged to sell their whiskies from their on-line distillery shop (www.MacaloneyDistillers.com/shop) direct to consumers across Canada, the U.S.A., Britain and select European Union countries.

About Macaloney Island Distillery & Twa Dogs Brewery: Macaloney's Island Distillery & Twa Dogs Brewery is a destination craft distillery & brewery funded by Canadian single malt whisky & beer enthusiasts from coast-to-coast via an on-going crowdfunding campaign. The Visitor Centre gift store is normally open 7 days per week for kilt-clad guided tours & tutored tastings.

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Crown Royal Kicks Off National Military Appreciation Month and the Countdown to Memorial Day with Partner CreatiVets and Country Music Star, Mitchell Tenpenny

This May, Crown Royal continues its commitment to the military community by partnering with Nashville-based non-profit, CreatiVets, to sponsor their Third Annual Charity Golf Tournament and donates to their music and art therapy programming

NASHVILLE, Tenn., May 2, 2023- In honor of May being National Military Appreciation Month, Crown Royal is proud to continue to celebrate and recognize the men and women who have so selflessly served our country. The whisky brand has been dedicated to serving the military community for over a decade through initiatives like The Purple Bag Project, and is excited to kick off this Military Appreciation Month in partnership with nonprofit CreatiVets. Yesterday, Crown Royal again joined CreatiVets in hosting their Third Annual Charity Golf Tournament with the shared goal of raising funds to support CreatiVets' mission of helping veterans heal through music therapy and the arts.

"Crown Royal first became a partner of CreatiVets last fall when they invited us to join in on their CMA Awards activation and we couldn't resist," said Richard Casper, founder of CreatiVets. "What I didn't know was they were going to invite me onstage during the live broadcast and surprise me with a donation. From there, we've grown our partnership and I couldn't be more excited to continue our partnership throughout Military Appreciation Month."

To continue the celebration and to further support our military, the award-winning whisky brand and CreatiVets hosted Mitchell Tenpenny, Meghan Patrick, Jameson Rodgers, and numerous other country music stars at Old Hickory Country Club. The country music family also participated in the brand's decade-long program, The Purple Bag Project, which turns donated Crown Royal bags into care packages for the military overseas.

"As the son of an Air Force vet, supporting our military and recognizing the sacrifices our men and women make to keep us safe is personal. I'm proud I can join Crown Royal which has long supported our military communities during Military Appreciation Month," said country music star, Mitchell Tenpenny. "Today and everyday, I appreciate the steadfast support of these selfless individuals, and I'm proud that I could join Crown Royal and my peers in extending gratitude to CreatiVets for all they do to support our military and veteran communities."

Attendees also received first-access to Crown Royal's limited-edition collaboration featuring Whiskey Jam x Crown Royal co-branded hats. A portion of the proceeds from every hat sold will be donated to CreatiVets to help further its steadfast support of the military through music and arts therapy programming.

"Crown Royal has been serving the military and veterans for years and we're proud to celebrate Military Appreciation Month in partnership with CreatiVets," said Hadley Schafer, Director of Crown Royal Whisky. "For us, it's more than just a day or a month, it's a part of our history and brand DNA, and it's exciting to see how many people share in that mission of generosity."

Sponsoring the Third Annual CreatiVets Charity Golf Tournament and partnering with Whiskey Jam on a limited-edition hat is just the beginning of the brand's Military Appreciation Month programming. As we countdown to Memorial Day and in continuation of Crown Royal's support for our service men and women, CreatiVets founder, Richard Casper, will appear in Kittch's Chefs and Vets program in partnership with Mitchell Tenpenny and Porter Road co-founder James Peisker in Nashville. The whisky brand is excited to share a donation to CreatiVets to support their mission of helping veterans heal through music and art therapy.

As we express our gratitude for the military and veterans, please do so responsibility.

About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth, elegant flavor and gift-worthy presentation reflect its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About CreatiVets
CreatiVets' is a 501(c)(3) non-profit organization whose mission is to provide wounded veterans struggling with post-traumatic stress and traumatic brain injury with opportunities to use art, music, and creative writing to heal their unseen wounds of war. Their goal is to empower veterans with tools they can use for the rest of their lives and enable them to see their own capacity for success in an arena outside the battlefield. Learn more at creativets.org.

About Kittch
Kittch is a live streaming platform for chefs and culinary artists dedicated to bringing world-class cooking experiences into your home. Devoted exclusively to connecting passionate home cooks with renowned chefs and instructors through live, interactive classes, Kittch makes culinary education more accessible to everyone. The platform hosts nearly 600 carefully-curated chefs, culinary influencers and brands - a number that increases each week. The Kittch community of food enthusiasts sits at the epicenter of today's culinary revolution, with a unique ability to connect brands to a focused and engaged, food-loving audience.

About Vets and Chefs
Crown Royal partnered with Kittch to create "Vets & Chefs: Gratitude for Service" — a multi-layered digital  and IRL program that honored our nation's veterans with excellent food and stellar Crown Royal cocktails. Through custom content, strategic partnerships, celebrity ambassadors, and charitable donations, Kittch brought to life and amplified Crown Royal's continued gratitude for military heroes across America.

The series showcased inspiring stories from veterans as they were hosted by some of the country's best chefs, and joined by NFL players throughout the program. Kittch rallied five of the most influential chefs in America  to toast a local hero and show their appreciation the best way they know how, through food and celebration. Each livestream delivered inspirational, entertaining, and heartwarming content.

About Mitchell Tenpenny
Mitchell is a multi-faceted entertainer: singer, songwriter, producer and performer. Since the release of his debut 3X platinum-certified No 1 hit single, "Drunk Me," he's set new standards for breakout success in country music. He was recently recognized for surpassing the One Billion streams threshold, now surpassing 1.5 Billion global streams. Mitchell's new album This Is The Heavy contains the platinum-selling #1 hit "Truth About You," a song that made chart history with shortest span between #1 songs since 1982 with just three weeks since his last chart topper. "Truth About You" followed Mitchell's co-penned #1 collaboration with labelmate Chris Young on the ACM Music Event nominated "At The End Of A Bar."   Mitchell10penny.com | Facebook | Twitter | Instagram | YouTube | TikTok

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BLACKENED® WHISKEY ANNOUNCES ITS FIRST NORTH AMERICAN RELEASE OF CASK STRENGTH

BLACKENED Whiskey Cask Strength is a Blend of Straight Bourbon and Rye Whiskeys Finished and Sonically-Enhanced in Brandy Casks Bottled at Cask Strength

NEW YORK, May 2, 2023 -- Today, award-winning BLACKENED Whiskey^® announces its release of Cask Strength, starting with Volume 01, as a nationwide rollout and will include Canada. BLACKENED Whiskey Cask Strength features the same award-winning blend of the finest North American bourbons and ryes as in the original expression. The whiskeys are then married and finished in brandy casks, bottled at cask strength, and non-chill filtered, offering a viscous mouthfeel with an even bolder flavor profile. Each volume of Cask Strength is its own unique batch and limited in quantity.

After receiving overwhelmingly positive feedback on previous limited Cask Strength releases, which have received a 91 rating from Whisky Advocate and Gold from the John Barleycorn Awards, BLACKENED Whiskey is answering consumer demand with this expression and rolling it out across the U.S. and multiple provinces in Canada.

The makers of BLACKENED Whiskey sonically-enhance their whiskeys to extract more flavor from the finishing casks, using a patent-pending scientific process co-developed by the sound engineers at Meyer Sound, a global leader in sound technology. Dubbed Black Noise™, this sonic-enhancement process produces low hertz sound waves causing the whiskey to reverberate at a fast rate, interacting with the oak staves of the finishing barrel, measurably releasing wood compounds and flavors.

BLACKENED Whiskey Cask Strength features notes of rolled oats, vanilla wafer, fig, maple sugar, and toffee on the nose. On the palate are hints of walnut, caramel, and vanilla crème with a brown sugar, ancho chile, and a cinnamon spice finish.

"I absolutely love cask strength whiskey," said BLACKENED Whiskey Master Distiller & Blender, Rob Dietrich. "You are drinking whiskey in its purest form; unfiltered, uncut and born straight from the barrel with one unapologetic purpose - to be savored."

"When creating BLACKENED, we didn't want to create just another whiskey. Our goal was to create something unique and refined that would appeal to even the top notch whiskey experts," said Metallica bassist, Robert Trujillo. "We are so proud of Rob's latest accolades with Rye The Lightning receiving the #14 spot on Whisky Advocate's Top Whiskies of 2022. We know fans are going to be excited for the release of BLACKENED Whiskey Cask Strength, starting with the newly released Volume 01."

BLACKENED Whiskey Cask Strength is on shelves now with an SRP of $69.99. To find local retailers or gather information, visit BLACKENED Whiskey's website www.BlackenedWhiskey.com and follow on social at @BlackenedAmericanWhiskey. To hear the playlist, visit blackenedwhiskey.com/batch-playlists/.

ABOUT SWEET AMBER DISTILLING CO.

Established in 2018, Sweet Amber Distilling Co. is a producer of hand-crafted spirits. Helmed by Co-Founder and CEO John Bilello, Sweet Amber launched with the creation of BLACKENED^® - a masterful collaboration between late whiskey luminary Dave Pickerell and rock icons Metallica, which is now available in all 50 states and parts of Canada, with plans to expand rapidly. In 2019, Rob Dietrich took the helm as Master Distiller & Blender, introducing new expressions like Rye The Lightning™, which was celebrated as one of the 20 best whiskies in the world in 2022 by Whisky Advocate. Sweet Amber is a nimble, dynamic organization that is completely virtual, allowing a greater flexibility, efficiency, and geographic coverage across the U.S. with depth of experience in the spirits and music industries.

ABOUT ROB DIETRICH

Rob Dietrich is the Master Distiller & Blender of BLACKENED^® American Whiskey, and the former Master Distiller for Stranahan's Colorado Whiskey. Rob has more than 15 years in the industry and gained notoriety during his time at Stranahan's for producing unique, award-winning whiskies such as the limited edition, cask-finished Snowflake, and more recently, the Master of Whiskey series with BLACKENED. Rob is responsible for every aspect of production and is committed to not only maintaining the original recipe of Blackened, using artisanal methods and a handcrafted approach, but is also dedicated to creating contemporary and unique world-class whiskey. Rob Dietrich initially learned the art and science of distilling from legendary distiller Jess Graber whom he proudly calls his mentor. His passion for music was honed across 10 years spent in the music business, beginning with working with Bill Graham Presents, and also as a freelance agent for a variety of venues like Colorado's Red Rocks Amphitheater and The Fillmore in San Francisco and Denver, as well as producing and managing many tours and festivals. He is a veteran of the U.S. Army's 10th Mountain Division and served from 1992 to 1995. His two tours in Somalia as well as relief operations in Haiti helped shape his life-affirming philosophy.

ABOUT METALLICA

Formed in 1981 by vocalist/guitarist James Hetfield and drummer Lars Ulrich, Metallica has become one of the most influential and successful rock bands in history, selling nearly 120 million albums worldwide and generating more than 15 billion streams while playing to millions of fans on all seven continents. Metallica's catalog of multi-platinum studio albums includes Kill 'Em All, Ride the Lightning, Master of Puppets, … And Justice for All, Metallica (commonly referred to as The Black Album), Load, Reload, St. Anger, Death Magnetic, Hardwired…to Self-Destruct, and the forthcoming 72 Seasons, out April 14, 2023, on the band's own Blackened Recordings label. Metallica's awards and accolades include nine Grammy Awards, two American Music Awards, multiple MTV Video Music Awards, a 2009 induction into the Rock & Roll Hall of Fame, and Sweden's Polar Music Prize. In 2017, Metallica established the All Within My Hands Foundation to give back to communities that have supported the band. To date, All Within My Hands' collective efforts have raised nearly $12 million – providing $5.9 million in grants to career and technical education programs, over $2.5 million to combat food insecurity, and more than $3.3 million to disaster relief efforts.

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JIM BEAM® LAUNCHES NEW GLOBAL BRAND CAMPAIGN: PEOPLE ARE GOOD FOR YOU

Campaign kicks off with spot set to tune of iconic 'Sweet Caroline,' bringing to life the importance of real human connections  

CLERMONT, ., May 1, 2023- Jim Beam, the world's number one bourbon and enduring American icon, announces the launch of its new global brand campaign to celebrate the notion that "People Are Good For You." The campaign, which includes a new website and advertising, accompanied by the rollout of a new visual identity and packaging, kicks off the brand's strategy to reinvigorate and drive an emotional connection between Jim Beam and the next generation of consumers.

"We started this process by going back to our heritage as a brand crafted through the generations by the first family of bourbon," says Jim Beam Global Brand Vice President Veronique Mura. "Jim Beam is an iconic brand that has celebrated the power of human connection for over two hundred years, going back to the front porch of the Beam family home where everyone was welcome. Our new global brand campaign puts our authenticity and warmth on full display and reminds audiences that there's no feeling more special than being around other people."

Launching today in the U.S., the new spot, including :15, :30, and :60 second versions, marks the start of a global campaign for Jim Beam that will debut in additional markets later this year. Set to the tune of one of the most iconic connection songs, 'Sweet Caroline' by musical artist Neil Diamond, the spot leans directly into the new campaign ethos that people are good for you. The ad captures a moment of human connection by showcasing a community united in a spontaneous moment of joy – whether at a bar with close friends or ones you've just met – that reflects the welcoming spirit of Jim Beam. 

Honoring the DNA of the brand, the refreshed visual identity started with an exploration of Jim Beam through the generations. It continues the down-to-earth warmth and welcoming informality that the brand is known for. From its logo featuring the iconic rosette, packaging, website and all consumer touchpoints, the visual identity will debut in the U.S. and Japan in June and then follow globally.

The new campaign will be featured across all media channels, including broadcast, streaming, digital and social.

The ad was directed by Noam Murro with creative by Leo Burnett and the new Jim Beam visual design was created in partnership with Turner Duckworth.

 

About Jim Beam^® Bourbon
Jim Beam is the world's best-selling bourbon, crafted by seven generations of family distillers since 1795. Fred Noe, Jim Beam's 7th Generation Master Distiller, has stayed true to the family recipe that's been passed down through generations. The Jim Beam portfolio of products includes Jim Beam Bourbon, Jim Beam Black, Jim Beam Double Oak, Jim Beam Devil's Cut, Jim Beam Flavors, and Jim Beam Rye among other offerings. For more information, go to www.jimbeam.com @jimbeamofficial on Instagram and @jimbeam on Twitter.

About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands. Known for its craftsmanship of premium whiskies, including Jim Beam^®, Maker's Mark^®, Basil Hayden^® and Knob Creek^® bourbons; Japanese whiskies, including Yamazaki^®, Hakushu^®, Hibiki^® and Toki™; and leading Scotch brands including Teacher's, Laphroaig^® and Bowmore^®, Beam Suntory also produces leading brands such as Courvoisier^® cognac, Tres Generaciones^®, El Tesoro^® and Hornitos^® tequila, Roku™ and Sipsmith^® gin, Canadian Club^® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks ™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Beam Suntory's core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.

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