How Beam Suntory brought whiskey to women and built a global brand

Beam Suntory, the alcoholic drinks company, has retooled its approach to brand building in various ways.

“Whiskey and Women” was the research project that led to a new positioning for Jim Beam, one of America’s most iconic brands.

“We found that 30% of the growth was coming from women,” reported Rebecca Messina, SVP/global CMO...