Top 10 spirits marketing moves in May 2021

2nd June, 2021 by Alice Brooker

Jim Beam artists go back in time

Bourbon brand Jim Beam unveiled a multi-year partnership with musicians including Jack Garrett, Fontaines DC and José Gonzalez.

The Jim Beam: Welcome Sessions will see the artists return to the independent venues where they first performed, and give performances on film.

Malini Patel, managing director of James B Beam Distilling Co, said: “The Jim Beam Welcome Sessions are about creating connections between amazing global acts, the iconic independent venues and the audiences who love their music. By launching the global partnership, we hope to create a unique shared experience.”

Each Welcome Session presents iconic music venues, and will be available on Jim Beam’s official YouTube channel from June 2021. The sessions will then extend into a series of digital live streams and live events across 2022 and beyond.

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