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James B. Beam Distilling Co.

IMG to develop licensing portfolio for Jim Beam brands as the iconic bourbon celebrates 225 years

IMG has signed with Beam Suntory to help extend the James B. Beam Distilling Company’s portfolio of brands through a raft of new strategic licensing partnerships.

The company is widely known for its Jim Beam Bourbon, a global brand of bourbon that is celebrating its 225th anniversary this year. The James B. Beam Distilling Company’s American Whiskey portfolio also includes Knob Creek, Basil Hayden’s, Booker’s, Baker’s, Legent and Little Book.

Under the partnership, IMG will be tasked with developing products that celebrate the company’s rich history, its good-natured and convivial style and its bold flavor profile. Targeted categories will include experiential, fashion, home, gift, memorabilia, grilling and bourbon-flavored foods.

Tom Bufalino, director at James B. Beam Distilling Company, said: “As we celebrate our 225th year, this is the perfect time to extend our iconic brands to products and experiences that create new platforms and occasions to welcome consumers, old and new, to our product and personality. With its deep experience and resources, there is no better partner than IMG to accompany us on that journey.”

Bruno Maglione, president of licensing at IMG, added: “It’s an honour for us to join the First Family of bourbon. This is a beloved quintessentially American brand and a time-venerated quality product that is all about family values, shared experiences and accessibility. Through the Jim Beam licensing program, we will develop products that place an accent on each of those attributes.”

IMG will develop strategies and pursue licensing opportunities for many of the other distinctive brands in the James B. Beam Distilling Company’s portfolio including Knob Creek, Basil Hayden’s, Booker’s, Legent and Little Book.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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