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Jim Beam targets ‘bored beer fans’ with Highballs

Bourbon brand Jim Beam has launched a new campaign that promotes its signature Highball serve as an alternative for ‘bored beer fans’.

Jim Beam will host Beam Gardens pop-ups across the US

The new campaign launched across the US this month and encourages drinkers to order the Jim Beam Highball when they’re looking for a ‘light and refreshing’ option instead of a beer. The Highball drink is made by mixing Jim Beam Bourbon with ice and ginger ale.

The campaign first aired on 4 January with a TV spot titled Need a Break From Beer. The advert featured ‘classic beer tropes’, including a traditionally dressed German couple ordering a Bavarian-style hefeweizen, a man pushing a ‘dark, heavy brew’, and a pair of hipsters offering an India pale ale.

The campaign will air throughout 2021 on more than 20 national TV networks, including MLB Network, ESPN2, AMC, Comedy Central, ABC, Fox and NBC.

In addition to the TV campaign, Jim Beam will deploy Highball activations in baseball stadiums and will offer sampling activities across the US. The brand will also host Beam Gardens, which are said to be a ‘playful alternative to traditional beer gardens’.

Jessica Spence, president of brands at Beam Suntory, said: “With the launch of Need a Break From Beer, we’re taking a widely enjoyed cocktail that’s been trending for years and finally shining the national spotlight on it.

“We know drinkers are getting bored with beer and are looking for new alternatives. The Jim Beam Highball is incredibly easy to mix and perfect for enjoyment while at home or in bars when the time is right.”

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