IMG Raises a Glass to Jim Beam Brand

Beam Suntory has signed IMG to help extend the James B. Beam Distilling Company's portfolio of brands through strategic licensing partnerships.  

IMG will be tasked with developing products that celebrate the company's history, style and flavor profile. Targeted categories for the brands will include experiential, fashion, home, gift, memorabilia, grilling and bourbon-flavored foods.

"It's an honor for us to join the first family of bourbon,” says Bruno Maglione, president, licensing, IMG. “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."   

The James B. Beam Distilling Company is best known for its Jim Beam Bourbon, which celebrates its 225th anniversary this year. 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.  

“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,” says Tom Bufalino, director, James B. Beam Distilling Company. “With their deep experience and resources, there is no better partner than IMG to accompany us on that journey."

For IMG, the partnership continues its strong ties to the spirits space. The licensing agency also signed AB InBev as a client earlier this year.