Euro RSCG wins an upcoming brand of Beam Global Spirits & Wine

The agency, which has won the account sans any pitch, will be working closely with Beam Global Spirits & Wine to bring a new product range from the company's global portfolio. The size of the account is said to be around Rs 20 crore.

Euro RSCG has won the creative duties of the yet-to-be launched product range of liquor company Beam Global Spirits & Wine. The agency has won the account sans any pitch, and will be working with the company to develop a new product range suitable to the Indian consumer from the company's global portfolio.

The size of the account is said to be worth Rs 20 crore, approximately.

Confirming the development, Neeraj Kumar, director - marketing, Beam Global Spirits & Wine, says, "As part of our growth strategy to expand the Teacher's brand and other products, we have got the agency on board, as it will work on developing insights, which will further help in launching the new product."

Since liquor brands cannot advertise directly, the campaign for the new brand will include surrogate ads, apart from a wide range of below-the-line (BTL) activities.

Says Satbir Singh, managing partner and chief creative officer, Euro RSCG, "It is always delightful to work on a brand for which you're amongst the target audience. Beam Global has a fantastic portfolio and it's a privilege to be allotted one of their brands."

The company will launch its new range towards the end of the third quarter this year. Meanwhile, ZenithOptimedia will continue to handle its media planning and buying account and Publicis will remain the incumbent agency for the rest of the brands of the company.

For the record, Beam Global Spirits & Wine has been in the business of selling spirits for several centuries. Its flagship brand is Jim Beam, which dates back to 1795. In 2005, the company added several new spirits brands to its portfolio, following the acquisition of several brands of former-Allied Domecq.

Recently, the company introduced Laphroaig 18 Years Old single malt whisky in the Delhi Duty Free Services (DDFS) in the Indian market. The liquor brand will be available at duty free retail space at the international terminal T3, at New Delhi's Indira Gandhi International Airport (IGI).

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