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 for Beam Suntory, “in a beverage category where no one was talking about women, no one was showing women.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands