Kilbeggan(R) Irish Whiskey Toasts Its 256-Year History

Kilbeggan(R) Irish Whiskey Toasts Its 256-Year History 
The Best Kept Secret in Whiskey Unveils New Packaging and Creative
Campaign 
DEERFIELD, IL -- (Marketwire) -- 03/15/13 --  Kilbeggan(R) Irish
Whiskey, which comes from Ireland's oldest operating distillery, is
unveiling a new look and 360-degree marketing campaign just in time
for St. Patrick's Day. The best kept secret in whiskey, Kilbeggan(R)
Irish Whiskey and its distillery, has survived and thrived for more
than 256 years, and now, through the brand's first U.S. marketing
push, the secret is out and consumers across the country can enjoy
the whiskey once solely reserved for the Irish.  
Kilbeggan(R) Irish Whiskey is launching nationally with a campaign
that showcases how Ireland is coping with the fact that their
precious treasure is now available in the U.S. The campaign features
print and digital executions, OOH creative and on-premise events for
the St. Patrick's Day holiday. In addition, a focal point of the
campaign includes an online video series, featuring humorous antics
undertaken by local Kilbeggan residents who are distraught over their
beloved Kilbeggan(R) Irish Whiskey no longer being just for the
Irish. The series of 6 videos can be viewed on the brand's YouTube
channel and Facebook page. 


 
--  The first video, "Tight Knit," features a Kilbeggan resident, Darren,
    who now obsessively knits to cope with the potential supply
    ramifications of the U.S. buying more Kilbeggan(R) Irish Whiskey.
--  The second video shows a Kilbeggan resident worrying about her husband
    Paddy's stockpiling of Kilbeggan(R) Irish Whiskey.
--  Additional videos will roll out through the end of March.

  
"Irish Whiskey is quickly becoming the popular spirit of choice for
many Americans, so now is the perfect time for us to let our secret
out," said Bob Gorman, Director of Marketing for World Whiskeys at
Beam Inc. "With our new campaign and packaging, Kilbeggan(R) Irish
Whiskey is now primed to contribute to the continued growth of the
category." 
Kilbeggan(R) Irish Whiskey is a premium blended Irish whiskey that is
crafted with the finest hand-selected grain and barley. Unlike other
Irish whiskeys, Kilbeggan(R) Irish Whiskey is double distilled to
retain more flavor, using a 180-year-old pot still to produce a
smooth, highly approachable whiskey with distinct character that
offers whiskey lovers a step up from the standard.  
The whiskey's new packaging, which is rolling out across the U.S.,
reflects the quality of the liquid inside and the rich history of the
brand. Inspired by its distillery and the unique brand cues hidden
within, the packaging features a new label whose copper color and
shape are representative of the 180-year-old pot still used to make
the whiskey. Additionally, an image of the distillery and its iconic
water wheel are the focal point of the design, along with the year
the whiskey was founded, 1757.  
Situated in the heart of Ireland in the small town of Kilbeggan in
Co. Westmeath, Kilbeggan is Ireland's oldest operating distillery.
This location was chosen for good reason, with the three natural
ingredients needed to distill superior quality whiskey close by.
Located on the Brosna River, it has access to clean water, along with
locally grown grains and a ready supply of turf (used for malting)
from nearby bogs. A water wheel sits at its center and symbolizes the
heart of the distillery, dating back to the 19th century. For
generations it has been an iconic feature of the distillery and
served as the engine behind its whiskey production. 
Kilbeggan(R) is a unique Irish whiskey. Like most Irish people,
Kilbeggan(R) Irish Whiskey is easy going and approachable but with
its own distinctive style. For more information on Kilbeggan(R) Irish
Whiskey, visit www.KilbegganWhiskey.com, like us on Facebook
(www.facebook.com/KilbegganIrishWhiskey) or follow us on Twitter
@IrishKilbeggan. 
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, Skinnygirl Cocktails, Cruzan Rum, Hornitos
Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish
Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. 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
3,400 passionate associates worldwide generated 2012 sales of $2.5
billion (excluding excise taxes), volume of 38 million 9-liter
equivalent 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
www.beamglobal.com and www.drinksmart.com.  
Tipple Responsibly(TM)
 Kilbeggan(R) Blended Irish Whiskey 40%
Alc./Vol. Copyright2013 Kilbeggan Distilling Import Company,
Deerfield, IL
 All trademarks are the property of their respective
owners. 
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MEDIA CONTACTS: 
Amanda Shaker
Beam Inc.
847.444.7699
Amanda.Shaker@beamglobal.com 
Erin Auci
DBC PR+New Media
202.292.4571
Erin@dbcpr.com