Jim Beam Challenges Travellers’ Taste Buds at Madrid Airport – American Whiskey News


Jim Beam challenges travellers’ taste buds at Madrid airport

Maxxium Travel Retail, together with brand owner Beam Global Spirits & Wine, is embarking on marketing activations in all leading European airports, including a month-long initiative at Madrid-Barajas airport, to raise the profile of the world’s number one bourbon, Jim Beam and its portfolio of brands.

Throughout August a blind tasting experience targets consumers travelling through Terminal 4, to educate them on the exceptional quality of the brand and drive sales. The Jim Beam Taste Challenge stand has been designed to create maximum impact and capture the attention of travellers.

Consumers will be guided through a tasting of Jim Beam White, the flagship expression in the portfolio, and another leading American whisky brand, to communicate the brand’s superior attributes and raise awareness of its distinctive taste. They will be helped to identify taste sensations, asked their opinions and be inspired to take an active part in the tasting, promoting lively discussion. Participants will also receive small branded gifts and when trial turns to purchase, given two branded glasses with a 1L bottle of Jim Beam White.

Beam’s director for European travel retail, Middle East and Africa, Gareth Brown says: “As the number one bourbon in the world, we are looking to build upon the entire Jim Beam portfolio and recruit new drinkers from outside the US. We developed the Jim Beam Taste Challenge to interact with our target consumers, giving them a personal experience and educating them on taste and quality. We have reached a huge number of consumers already and despite creating such a bold challenge for the brand found it to be extremely effective in highlighting Jim Beam as the preferred bourbon.”

Maxxium Travel Retail managing director, Glen Williams says: “In Madrid, the aim is to drive trial and visibility at point of purchase and we are confident that the initiative will be effective in boosting sales. The activity is part of our strategy that will see extensive investment rolled out across key European markets such as Frankfurt, Munich and London, supporting the brand’s outstanding performance in travel retail.”

According to the latest IWSR results, the brand posted strong growth in Europe last year. Jim Beam White grew by 21% and Jim Beam Black by 28% year on year, significantly outperforming the total US whiskey category in travel retail, which was up by 14%.


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Maxxium Travel Retail

Maxxium Travel Retail is the joint venture between two of the most highly regarded names in the industry – Beam Global Spirits & Wine Inc and The Edrington Group. We manage premium brands from both companies’ portfolios, plus a number of third party brands in the majority of countries of Europe. Maxxium Travel Retail is responsible for marketing and distribution of the shareholders´ brands in most of European Travel retail. The Maxxium Travel Retail portfolio places us as one of the three leading spirits distributors in Duty Free and Travel Retail in Europe.

Beam Global Spirits & Wine Inc, the world´s fourth largest premium spirits company, has an exciting portfolio of top 100 brands that are renowned for their fine craftsmanship perfected over decades, and, in some cases, centuries. The portofolio includes leading international brands Jim Beam, Courvoisier, Laphroaig, Maker´s Mark and Canadian Club as well as regional brands such as Teacher´s, Harveys and Sourz.


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