With Beer Drinking Down, Jim Beam Targets Consumers Looking for a New ‘Sessionable’ Beverage

The bourbon brand's latest campaign highlights a simple cocktail: the highball

jim beam garden
Jim Beam's in-person "Beam Gardens" mimic the atmosphere of beer gardens—but serve bourbon drinks. Jim Beam

While the craft beer enthusiasts are certainly going strong, Jim Beam is hoping to tap into a different segment of the population with its new campaign: drinkers who are tired of hearing about the latest brewing techniques and just want a refreshing beverage—without the bloat and extra carbs.

@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
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