Beam Global Spirits & Wine has come out with new branding in anticipation of its upcoming separation from parent company Fortune Brands. The new logo features the word “Beam” written in the script of James B. Beam, the fourth-generation distiller who gave the Kentucky bourbon its name.
The new branding highlights Jim Beam, the company’s flagship brand and the no. 1 bourbon globally, as Beam Global moves out from the umbrella of Fortune Brands to focus solely on the spirits business.
While the new design is not exactly a “bold choice” – Jim Beam bourbon’s most recent marketing theme – it reflects Beam’s strategy of focusing on the idea of heritage and authenticity in marketing its vast portfolio of brands, which includes Skinnygirl margarita and sangria, Sauza tequila, Maker’s Mark bourbon, Canadian Club whiskey and Courvoisier cognac.[more]
“For us, having that real authenticity and that heritage and that link is really a differentiator for us and it’s a marketing kind of gold mine,” Kevin George, Beam Global’s chief marketing officer, said recently in an interview with Brandchannel.
Fortune Brands completes its split into two companies early in the fourth quarter. The company’s home and security business will be spun off and will trade under the symbol FBHS, while the spirits business will change its name to Beam, Inc., and trade as BEAM. The company recently completed the sale of its Acushnet Co. golf business, maker of Titleist golf balls.