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Beam Suntory looks to Bourbon at IAADFS

Beam Suntory Global Travel Retail (GTR) is to focus on its Bourbon portfolio at this year’s IAADFS Duty Free Show of the Americas.

Beam Suntory revamped Jim Beam’s packaging in February 2016

The recently repackaged Jim Beam brand will take centre-stage on-stand, while the wider Bourbon emphasis follows the company’s Bourbon Legends concept.

Bourbon Legends was introduced at Frankfurt Airport last year to highlight the range of Bourbons, educate consumers and generate “excitement” around the category.

Andrew Meeks, marketing manager global travel retail – Americas, said: “Bourbons will remain a big focus this year for Beam Suntory globally and our presence at IAADFS will reflect that.

“As the producer of 70% of the world’s finest bourbon and with unparalleled expertise in whisk(e)y across all categories, we are uniquely equipped to grow the market through our relentless passion for innovation combined with our on-going commitment to provenance and craftsmanship.”

According to Meeks, 2016 will see the launch of some “exciting new expressions” across Beam Suntory’s GTR portfolio.

“Following the repackaging of our flagship bourbon Jim Beam, which was to reflect the outstanding quality of the liquid inside, we will continue to focus on raising awareness of the premium qualities and character of our whiskeys starting with an exclusive new Maker’s Mark expression set to launch in 2016.”

Beam Suntory is exhibiting at stand 323 at the IAADFS Duty Free Show of the Americas. The exhibition continues until Wednesday 6 April.

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