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.

1. The great debate: Celebrating
whiskies from around the world
Job 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