April 4th, 2008

Jim Beam Retail Sales Double

The Licensing Company (TLC) expands its partners for Jim Beam in North America and release details of retail growth for the brand.

Jim Beam is the worlds number 1 selling Kentucky bourbon - using the same recipe since 1795 it still takes the spirit over 4 years in the barrel to mature and has a distinct Kentucky Bourbon flavor that is enjoyed by millions. 
TLC has made it a priority to 'capture that authentic flavor' in the extensive Food & Beverage brand extension program that has been established for Jim Beam.

There are now over 20 licensees and in 2006 retail sales of the Jim Beam brand extension program were around $33MM, in 2007 retail sales exceeded $70MM, and are set to grow again this year with the introduction of several new brand extension partners.

Building on a ' deli counter ' theme, TLC have developed a strong meats program that includes, Beam Bourbon Hams, Pork products, Beef Jerky and the newest entry Jim Beam Salmon.
A full range of BBQ sauces, marinades, rubs, sauces and mustards allows the consumer to create a strong authentic taste experience at home.

To compliment this area, a wide range of lifestyle items, including BBQ equipment smokers, flavor infused BBQ bisquettes and utensils launched this year, with a great retail reaction, following on from the success of the recreational hard goods including billiard tables, stools, darts and other tailgate accessories.

Daniel Avener, Global Brand Director added, 'Our focus has been on delivering an exciting and authentic taste and brand experience to the consumer. This approach has seen strong steady results that are creating increased customer interest and trialing. It is great to see the brand grow so rapidly'

TLC is planning more announcements shortly.

About Beam Global Spirits & Wine:
Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Larios® Gin, Whisky DYC®, Teacher's® Scotch Whisky, DeKuyper® Cordials and Liqueurs, Knob Creek® Bourbon and Starbucks™ Liqueurs. Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit http://www.beamglobal.com/ and http://www.drinksmart.com/.

About The Licensing Company
The Licensing Company (TLC) specializes in creating long-term brand extension programs for some of the world's leading brands. TLC was founded in London in 1996 by Angela Farrugia and Melvin Thomas, and has a reputation of creating the most innovative, effective and successful brand extensions in the world.  With offices in New York, Tokyo and Paris and Munich, TLC boasts over 2, 000 live contracts worldwide,    $2 bn retail sales in 2007, 35, 000 product lines and access to over 70% of the world's consumer marketplace. TLC's portfolio includes well-established brands such as IBM, Jim Beam, Cosmopolitan, Jelly Belly and Umbro as well as the Reckitt Benckiser portfolio of brands. http://www.thelicensingcompany.com.