BRANDING: Beam Unveils New Corporate Branding

Beam Global Spirits & Wine, Inc. [Fortune Brands] has announced new corporate branding in anticipation of becoming an independent publicly traded spirits company, to be renamed Beam Inc., early in the fourth quarter.

The new logo features the single word ‘Beam’ in the signature script of fourth-generation distiller James B. Beam, whose namesake Jim Beam® Bourbon is the company’s flagship spirits brand. The red script logo underscores the centuries of entrepreneurial spirit, quality and unique, family-driven heritage behind Beam’s portfolio of leading premium spirits throughout the world.

“Our new corporate identity is simple, authentic, memorable and is the perfect reflection of our commitment to the Beam family’s pioneering vision established more than 216 years ago,” said Matt Shattock, Beam president and CEO. “The Beam signature will now be on every aspect of our global business, serving as a powerful and enduring endorsement of our dedication to quality, innovation and authenticity as we enter an exciting new era of growth as a leading pure-play spirits company.”

When Jim Beam’s great-great-grandfather, Jacob Beam, put his first bourbon in the barrel in the wilds of Kentucky in 1795, he laid the foundation for the enduring seventh-generation family business. Today, Beam is the fourth-largest premium spirits company in the world, with 10 of the world’s top-100 premium spirits in its portfolio, including Jim Beam, the world’s No. 1 bourbon with sales of six million cases annually. Other top global premium spirits in Beam’s portfolio include Maker’s Mark® Bourbon, Teacher’s® Scotch Whiskey, Sauza® Tequila, Courvoisier® Cognac and Canadian Club® Whisky.

Beam will start using the new logo upon the separation of Fortune Brands’ businesses, which is on track for completion early in the fourth quarter. As a standalone spirits business, the company expects to trade on the New York Stock Exchange under the ticker symbol BEAM. The separation of Fortune Brands’ businesses remains subject to completion of detailed separation plans, customary regulatory approvals and final Board approval.

popsop.com