Beam Global Spirits and Wine Inc appoints Publicis Dialog as agency of record

Company News

New Delhi, May 4

Beam Global Spirits & Wine, Inc. announced that it has selected Publicis Dialog as its agency of record for the former Allied Domecq brands it acquired last year. Publicis Dialog has continued to grow momentum for the brands that Beam Global acquired in July of 2005, and their appointment is considered a move to formalize the partnership. Energy BBDO out of Chicago will retain and expand responsibilities for the heritage brands*, while expanding their scope of responsibility for Jim Beam® bourbon to a through-the-line relationship in three new international markets – the United Kingdom, Germany and Spain. Jim Beam bourbon also maintained momentum in 2005, with global growth of 3%.

“Our philosophy has always been to put the interests of the brands first, and after an acquisition it’s especially important to secure consistency and stability,” said Beth Bronner, chief marketing officer and senior vice president of marketing, Beam Global Spirits & Wine, Inc. “Publicis Dialog joins Beam Global with a deep understanding of our new brands, a winning track record, and promises to be a tremendous asset to our organization. Publicis’ creative energy and passion for our portfolio fuels Beam Global’s spirit of being a brand-led company and strengthens our reputation as a global leader in spirits.”

Publicis Dialog will represent the following brands globally: Canadian Club® Canadian Whisky, Courvoisier® Cognac, Sauza® Tequila, Whisky DYC®, Larios® Dry Gin, Kuemmerling® Bitters, Jacobi® Brandy, Fundador® Brandy, Teacher's® Scotch Whisky and Terry Centenario® Brandy.

Publicis Dialog will act as the lead agency among several sibling companies from the Publicis network including:

· Publicis Dialog for all brand communications, advertising and creative

· ZenithOptimedia which will provide strategic planning and media buying services for all Beam Global brands on a global scale

· Manning Selvage & Lee will provide public relations solutions for several brands in assigned territories outside of North America;

· Relay USA will create and execute field and all on-premise marketing activities for all Beam Global spirits brands in the United States.

Collectively, these companies will provide holistic through-the-line marketing services and brand communications from creative development and brand strategy to sales promotions, events, direct marketing, CRM, media strategy, media planning, media buying, field and sponsorship marketing, on-premise events and promotions, point of sale and select market public relations.

“It’s no coincidence that we’ve ended up with the holistic services of Publicis Dialog. The model we’ve created with Publicis Dialog reflects our strategy to achieve a truly integrated, through-the-line holistic approach to marketing,” explained Bronner. “It gives us the ability to optimize our brand communications across multiple channels to achieve greater efficiencies and global consistency. At the same time, we are retaining the talent that has helped to grow these brands over a number of years.”

“We are proud to continue working with such a select group of award-winning premium spirits brands; this is a great opportunity for us to showcase our unique, holistic approach to global marketing needs,” commented John Farrell, President & CEO SAMS Worldwide, Publicis Groupe, and Patrick Hanson-Lowe, CEO Publicis Dialog International, in a joint statement. “It is extremely rewarding for us to launch a relationship with Beam Global, expanding on a relationship based on our previous performance with these brands, and we look forward to the opportunities that lie ahead.”

Omincom Group’s Energy BBDO {Chicago} will continue to represent flagship brand Jim Beam® bourbon in the United States, while expanding its scope to include through-the line-representation for the brand via BBDO Proximity in Germany and the United Kingdom and through Tiempo BBDO in Spain. Sister agency Ketchum retains its public relations responsibilities in the U.S. for Starbucks™ Liqueurs, Jim Beam® bourbon and DeKuyper® cordials, while picking up Sauza® tequila in the U.S. and Mexico. London-based JCPR retains Courvoisier® cognac. Doe Anderson, Kentucky, retains global responsibility for Maker’s Mark® bourbon which it has represented for over a decade, along with New York City based public relations firm Evins Communications. In the U.S., Zipatoni continues to provide below-the-line marketing services. In Australia, Publicis Dialog will represent all brands except for Jim Beam® bourbon which continues to use MediaEdge and independent boutique firm The Works.

In July 2005, Beam Global Spirits & Wine, Inc. closed the transaction for the acquisition of several of the world’s biggest and best-known spirits brands. The company became the world’s fourth-largest spirits firm, up from seventh position in the global rankings, and added premier global and national brands around the world. Beam Global changed from a company with sales predominantly in the U.S. to one with a truly global focus; sales and distribution shifted from almost 75% U.S. focused to nearly 50/50 between the U.S. and the rest of the world.