Beverage Industry

Jim Beam launches live music series

May 29, 2012

Jim Beam, a brand of Beam Inc., Deerfield, Ill., launched its Live Music Series in support of the nation’s troops. This year, the series includes six concerts featuring artists who have partnered in the past with the bourbon brand, including Kid Rock, Daughtry, David Gray, Darius Rucker, Bush and Train.

The brand also is offering a collection of cover songs recorded by the Live Music Series artists. The artists selected songs based on Rolling Stone’s list of “The 500 Greatest Songs of All Time.” Each of the six artists have chosen and recorded a song from the list, which will be available on jimbeam.com/livemusicseries.  Beginning next month, specially marked bottles of Jim Beam, Jim Beam Black, Red Stag by Jim Beam and Devil’s Cut bourbons will be marked with offer details and instructions about how to download tracks from the six artists on the brand’s website. Jim Beam’s website also will host portions of the live concerts as well as exclusive artist interviews.

Jim Beam also is continuing its commitment to the troops through a partnership with Operation Homefront, a nonprofit organization that provides emergency financial and other assistance to the families of service members and Wounded Warriors. As part of the Live Music Series, the brand will donate more than $100,000 to the organization, a portion of which will be used to purchase musical instruments for soldiers both in the United States and overseas. Fans across the country are able to join in and show their support by texting the word “salute” to 27722 to make a $5 donation to Operation Homefront.

The brand also is supporting the Live Music Series with advertising, media, public relations and social media. In addition, Jim Beam will host trivia nights in each of the concerts’ cities and a nationwide sweepstakes for a chance to win a VIP experience at the final 2012 Live Music Series concert event. Fans 21 years of age and older can join the Live Music Series experience by entering for a chance to win a VIP trip on jimbeam.com. The grand prize includes backstage access, a meet-and-greet with the bands, an autographed Live Music Series customized guitar and the opportunity to be the Jim Beam Live Music Series blogger for the day.