Thirsty for Some “Whisdom?” Canadian Club® Whisky’s Got Some for You… If You’re Ready to “Join the Club”

  Thirsty for Some “Whisdom?” Canadian Club® Whisky’s Got Some for You… If
  You’re Ready to “Join the Club”

New Digital Campaign Launches, Offering Whisky Whisdoms™ For Those Looking To
                               “Join the Club.”

Business Wire

DEERFIELD, Ill. -- November 27, 2012

Beam Inc. [NYSE:BEAM], a global leader in premium spirits, and Canadian Club® 
Whisky, one of the world’s leading Canadian whiskies, today announced a new
marketing campaign to celebrate guys on their ongoing quest for wisdom.

The new “Join the Club” digital campaign, which recently launched in the US,
features video segments available on Facebook and in digital media that star
the “Canadian Club Chairman” and offer Whisky Whisdoms™ to help guys to ease
their way into the whisky world.

“For more than 150 years, Canadian Club Whisky has accumulated limitless and
timeless wisdom,” said Bob Gorman, Director of World Whisky, Beam Inc.
“Canadian Club is a smooth, approachable and easy-drinking whisky that has
amassed decade’s worth of time-tested experience. There’s no better source for
guys looking to step up in their pursuit of ‘whisdom.’”

Through the new marketing campaign, the brand’s newest voice, the “Canadian
Club Chairman,” imparts a barrel-house full of Whisky Whisdoms™ that act as
blunt, unapologetic and undeniable truths, such as:

  *Never send beer to do a whisky’s job
  *Everything in moderation. Except bacon
  *Drafts are best suited for fantasy football. Order a Canadian Club Whisky

Facebook fans are encouraged to submit their own Whisky Whisdoms™ by joining
The CC Club™ at and gaining exclusive content,
local event invites and, of course, wisdom.

Canadian Club is the world’s #1 standard Canadian whisky.For more than 150
years, the brand has been using its unique pre-barrel blending system to
create a smooth, mellow whisky. For more information, visit or

About Beam Inc.

As one of the world’s leading premium spirits companies, Beam is Crafting the
Spirits that Stir the World. Consumers from all corners of the globe call for
the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza
Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's
Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig
Scotch Whisky, Kilbeggan Irish Whiskey, EFFEN Vodka, Pucker Flavored Vodka,
Larios Gin, Whisky DYC, DeKuyper Cordials, and Skinnygirl Cocktails. Beam is
focused on delivering superior performance with its unique combination of
scale with agility and a strategy of Creating Famous Brands, Building Winning
Markets and Fueling Our Growth.Beam and its 3,200 passionate associates
worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter
cases and some of the industry’s fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock
Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and
the MSCI World Index. For more information on Beam, its brands, and its
commitment to social responsibility, please visit and

  Canadian Club® Blended Canadian Whisky, 40% alc./vol. ©2012 Canadian Club
                        Import Company, Deerfield, IL

         All trademarks are the property of their respective owners.


Beam Inc.
Dan Cohen, 847-444-7657
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