Beverage Industry

Jim Beam drops out of NASCAR

September 22, 2009

Beam Global Spirits & Wine Inc. announced today that its marketing plans for 2010 will not include a return to the NASCAR Sprint Cup Series. As a result, the company will not extend its current partnership with Robby Gordon Motorsports in 2010. The company plans to focus its marketing resources for Jim Beam into other platforms, it said.
 
“It was a difficult decision to transition away from being a NASCAR Sprint Cup Series team sponsor,” said Bill Newlands, president of Beam Global Spirits & Wine U.S. “We always take a hard look at our marketing resources and how we can best interact with legal purchase age consumers. After an extensive review of our marketing strategy, we have come up with new alternatives to fuel growth for Jim Beam in 2010.”
 
Jim Beam will continue its support of Robby Gordon Motorsports for the remainder of the 2009 NASCAR Sprint Cup series schedule.
 
Beam Global also announced last week that Kevin B. George has been named senior vice president and global chief marketing officer, effective Sept. 28. George returns to the spirits industry after 13 years at Unilever. He previously spent seven years at Seagram Americas, where he held sales and marketing positions for Captain Morgan, Crown Royal, Chivas Regal and Absolut.