There was once a time when marketing was trusted by consumers. However, in the digital age, when information is just a few clicks away, it’s become even more important for brands to be as transparent and honest as possible.
Jim Beam, a brand of Deerfield, Ill.-based Beam Suntory Inc., announced a new partnership with Snapchat, making it the first whiskey brand to leverage the app for marketing efforts, the company says. Currently active, branded Jim Beam video content, targeted exclusively at consumers of legal drinking age, will appear throughout various Snapchat Live Stories. The partnership and branded content will run in the United Sates through the end of October coinciding with existing marketing efforts supporting new Jim Beam Apple, the newest flavored whiskey from the company.
Operating under the motto “Off-centered beers for off-centered people,” it should come as no surprise that Dogfish Head Craft Brewery, Milton, Del., is not bashful about creativity. Dogfish Head’s lineup includes 34 beers with ingredients and brewing processes inspired by a range of ancient recipes, music, collaborations and Founder and President Sam Calagione’s own ideas.
When Dogfish Head Craft Brewery opened its brewpub in 1995 in Rehoboth Beach, Del., Founder and President Sam Calagione brewed on a homemade machine dubbed “Sir Hops Alot.” To keep up with the restaurant’s demand, Calagione used “Sir Hops Alot” to brew two to three times a day, five to six days a week.