Jim Beam Courts Budget-Conscious Consumers with Premium Bourbon
Jim Beam is adapting its marketing strategy to address current economic pressures and evolving consumer preferences. The Suntory-owned brand is highlighting Jim Beam Black, a seven-year-aged bourbon offered at an accessible price point.
Rather than repositioning itself as an exclusive brand, Jim Beam aims to broaden its consumer base and showcase its versatility. This includes emphasizing music and sports partnerships, introducing new products, and building upon the success of its 2024 "People are Good For You" campaign.
“It's a great proposition to allow consumers to experience a special expression of Jim Beam," says John Alvarado, Suntory’s U.S. chief brands officer. "This also helps us premiumize the overall portfolio and meet consumers seeking something a little longer aged with a different liquid profile.”
Priced around $30, Jim Beam Black offers an elevated bourbon experience without a premium price tag.
Investing in Jim Beam Black and Digital Engagement
Following its 2024 relaunch, Jim Beam Black has received significant investment. A successful NFL-themed campaign featuring Keegan-Michael Key saw limited-edition care packages sell out rapidly.
The brand recognizes shifting consumer preferences and the impact of economic uncertainty on the spirits industry.
“We aren't changing our focus as much as enhancing our offerings," explains Alvarado. "We want to expand the brand's overall appeal to consumers looking for that special experience to share with friends and family.”
While the bourbon industry faces challenges, Jim Beam remains proactive. The brand continues its investment in sports marketing, launched a pineapple-flavored bourbon, and prioritizes digital and e-commerce for its 2025 plans.
Building on the success of 2024's digital-first activations, Jim Beam is doubling down on digital engagement. A QR code integrated into a football game advertisement drove consumers to Instacart, resulting in a 7.5% year-over-year sales increase and attracting new customers.
“Digital is a core tenant of how consumers are engaging with brands," says Alvarado. "We're continuing to increase our digital acceleration on Jim Beam at an unprecedented level.”
