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CASE STUDY: The Great Whisk(e)y Debate


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JSH&A helped Beam Inc. further raise awareness and drive trial of the brand’s award-winning whisk(e)y portfolio by hosting a series of Great Whisk(e)y Debate events in key U.S. markets. The events, created by JSH&A president Jim Kokoris and celebrating 15 years, reached more than 1,200 key sales associates and whiskey loyalists in 2013.

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CASE STUDY: The Great Whisk(e)y Debate

  1. 1. The great debate: Celebrating whiskies from around the world Job to be Done: Generate year-long awareness and trial of Beam’s award-winning whisk(e)y portfolio in key U.S. markets. Strategic Approach: Host a series of Great Whisk(e)y Debates—tasting presentations that entertain and inform about all things whisk(e)y. The debates are moderated by JSH&A President Jim Kokoris, who leads key brand ambassadors in a lively discussion surrounding America’s preferred whiskies. o Develop Great Whiskey Debate concept and scripts o Execute media outreach in each market o Drive conversations across brands’ social channels Outcomes (within one year): o Introduced nearly 1,500 attendees to the brand portfolios o Generated more than 7MM media impressions both nationally and in local markets