case study: the great whisk(e)y debate
DESCRIPTION
JSH&A helped Beam Inc. further raise awareness and drive trial of the brand’s award-winning whisk(e)y portfolio by hosting a series of Great Whisk(e)y Debate events in key U.S. markets. The events, created by JSH&A president Jim Kokoris and celebrating 15 years, reached more than 1,200 key sales associates and whiskey loyalists in 2013.TRANSCRIPT
The great debate: Celebrating whiskies from around the worldJob to be Done: Generate year-long awareness and trial of Beam’s award-winning whisk(e)y portfolio in key U.S. markets.
Strategic Approach: Host a series of Great Whisk(e)y Debates—tasting presentations that entertain and inform about all things whisk(e)y. The debates are moderated by JSH&A President Jim Kokoris, who leads key brand ambassadors in a lively discussion surrounding America’s preferred whiskies.
o Develop Great Whiskey Debate concept and scripts
o Execute media outreach in each market
o Drive conversations across brands’ social channels
Outcomes (within one year):
o Introduced nearly 1,500 attendees to the brand portfolios
o Generated more than 7MM media impressions both nationally and in local markets