AUSTRALIA WELCOMES JIM BEAM ROYALITY IN CELEBRATION OF ‘THE NEW BLACK’

Fred Noe

Australia, 25th May 2011: Jim Beam, The Bourbon, is excited to welcome seventh generation Beam Distiller, and Jim Beam’s great grandson, Fred Noe, to Australia to celebrate the re-launch of Jim Beam Black.

Arriving at the end of the month, Noe will help promote Jim Beam Black as part of a wider strategy focused on repositioning the brand as THE premium bourbon. As part of this strategy, Jim Beam Black recently released sleek black and silver packaging, giving the brand a distinctive look which reflects its premium liquid.

“I’m looking forward to my visit to Australia at the end of May to celebrate the relaunch of Jim Beam Black. Jim Beam Black was rated the number one North American Whiskey by the Beverage Tasting Institute which goes to show what a great product it really is, and I’m sure Australians will think so too,” said Noe.

Reinforcing “There’s No Hiding The Flavour” with Jim Beam Black, Noe will educate consumers and the trade on the brand’s premium strength, quality and flavour through a range of product tastings and events. The events will take place in Brisbane, Sydney, Melbourne and Perth, offering premium bourbon enthusiasts and retail the chance to meet Noe and learn about the brand’s premium quality credentials.

“With the relaunch of Jim Beam Black, Fred’s visit is a key part of motivating and educating consumers and trade partners on the products premium qualities. We’re really excited we have this opportunity to introduce Fred Noe to the premium bourbon drinkers of Australia, he has a wealth of knowledge and experience when it comes to producing quality bourbon and is the perfect spokesperson for Jim Beam Black at this exciting time,” commented Jim Beam Brand Director Ray Noble.

Activity supporting the relaunch will include a range of below-the-line developments;including on and off-premise point-of-sale, ambient displays and consumer giveaways. In addition, the campaign will be driven by online media, sponsorships and PR activities.

Fred Noe will be visiting from 31st May – 11th June and will be hosting the following events:

Brisbane
Bourbon Appreciation Evening, hosted by Fred Noe and Jim Beam Racing
When: 6.30pm for a 7pm start, Wednesday 1st June 2011
Where: Dick Johnson Racing, 10 Emeri Street Stapylton

Sydney
Customer Lunch, hosted by Fred Noe
When: 12.30pm – 3.30pm, Friday 3rd June 2011
Where: Parra Firehouse, Parramatta Leagues Club, 13-15 O’Connell Street, Parramatta

Perth
5 Course Bourbon Themed Dinner including tasting and bottle signing by Fred Noe
When: 7.00pm – 11.00pm, Thursday 9th June, 2011
Where: Tiger Lils, 437 Murray St, Perth