Jim Beam to make major UK investment

Bourbon could make a major impact in the UK drinks market following ambitious plans outlined by Jim Beam this week.

Thomas Flocco, chief executive and president for Jim Beam Brands Worldwide, said the company will be launching a five-year period of investment during which time he hopes the brand will triple in size.

He said: "I can't be exact at this time but I expect several million pounds to be invested in Jim Beam over the next five years, through TV advertising and promotions.

"We are also in the midst of embarking on a significant uplift in investment through Maxxium, which markets and distributes the brand - a month ago we added staff to the Maxxium sales force."

One of the brand's promotional ideas is to bring Jim Beam's commitment to new musical talent to the UK.

Through this strategy, which has worked well for the company in the US and in Australia, Jim Beam has supported and nurtured many small bands and artists.

One example of a band that has reaped the benefits of the company's support is US band Nickelback.

Bourbon is going through something of a boom in this country, with the American whiskey sector currently growing at 13 per cent a year, compared to the total spirits market which is growing at two per cent.

"And amongst all of that Jim Beam is the fastest growing brand in that sector - so we think there is a real opportunity for us here," said Mr Flocco. "We are looking for growing markets and the UK fits the bill. It is a global priority market."

Asked why the market was growing so fast, Mr Flocco added: "I think that despite the size of the vodka market, there is a predisposition here to brown spirits. That and the fact it is a very mixable spirit."