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Jim Beam Decanters Press Release

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Jim Beam Decanters Press Release Beam Inc. 510 Lake Cook Road Deerfield, Illinois 60015-4964 www.beamglobal.com News Release CONTACTS: Paula Erickson Jaclyn Cole Beam Inc. JSH&A Public Relations P: 847.444.7590 P: 630.932.5545 E: [email protected] E: [email protected] JIM BEAM® DEBUTS LIMITED-EDITION DECANTER Hand-Crafted Decanter Revives Collectors’ Series and Commemorates New Jim Beam American Stillhouse Visitors’ Center Deerfield, Ill. – October 22, 2012 – Jim Beam® Bourbon proudly celebrates the grand opening of its new visitors’ center in Clermont, Ky., – The Jim Beam American Stillhouse – with the debut of a limited-edition decanter. Mirroring the Jim Beam American Stillhouse in design, the new figural bottle revives a storied piece of Beam history, while offering whiskey enthusiasts and collectors the opportunity to add to their collection for the first time in more than a decade. “Few companies can boast the kind of community of collectors that Jim Beam Bourbon shares,” said Gigi DaDan, global marketing director, Beam Inc. “Since the early 1950s, hundreds of Beam decanters have celebrated politics, sports, history and more. Being able to continue this tradition is reflective not only of the rich heritage of the Jim Beam brand, but is a testament to our loyal fans.” “Beam decanters have come in all shapes and sizes,” said Fredrick “Fred” Booker Noe III, seventh generation Jim Beam master distiller. “The new Stillhouse decanter may be among my favorites as it reminds me of home. After all, the Jim Beam American Stillhouse is a place where guests come as a friend and leave as family.” Individually hand-crafted by Louisville Stoneware, the Jim Beam American Stillhouse decanter joins hundreds of artfully designed, limited-edition decanters on display in the new Jim Beam American Stillhouse production tour. The tours offer a total whiskey immersion that engages the senses, while also offering guests a historical look at The First Family of Bourbon. Only 1,000 of the limited-edition Stillhouse decanters are available for sale (SRP: $199.99) exclusively at the Jim Beam American Stillhouse beginning this month. The ceramic decanter comes filled with specialty Jim Beam Bourbon (43% ABV). Decanter History Originally created to help drive sales and offer bourbon fans more eye-catching packaging suitable for gifting, the specialty bottles and decanters were designed by the Regal China Company and introduced by Jim Beam to the public in 1955. For more than 40 years, the Regal China bottles celebrated many subject areas and reflected the rich traditions of Jim Beam Bourbon. Custom bottles were produced for the Jim Beam collectors’ club chapters, which were formed in 1966 and are collectively known around the globe today as the International Association of Jim Beam Bottle and Specialty Club. Bottle production ceased in the early 1990s only to be brought back by Jim Beam in 2012. The Jim Beam American Stillhouse A replica of a 1930s stillhouse, the Jim Beam American Stillhouse showcases the centuries-old Jim Beam Bourbon- making process from start to finish. The American Stillhouse visitors’ experience includes two types of tours: a Crafting the Spirits that Stir the World free, self-guided tour of the Stillhouse, tasting room, distiller’s home, and rackhouse; and a comprehensive guided tour for $8 per person which brings visitors inside the heart of the distillery. The guided tour starts with Beam’s natural limestone water well and take guests through the mashing, distilling, barreling, storing and active bottling lines. A fully-functional small batch micro-distillery, featuring three 500- gallon fermenters that feed a small column still, showcases the signature small batch process used to produce the Beam’s award-winning Knob Creek®, Bookers® and Baker’s® bourbon portfolios. Final tour stops include a trip through a Jim Beam, where guests see 20,000 barrels of whiskey silently aging, and immersion in a state-of-the-art tasting room where they’ll receive electronic tasting cards to personally dispense samples of Beam’s whiskey portfolio. Special features of the Jim Beam American Stillhouse include: • An original staircase from the historic Jim Beam distillery circa Prohibition; • A signature “stillevator” which elevates guests to the center’s second floor just like a new born spirit rises during distillation; • A one-of-a-kind retail experience offering branded items featuring the world’s No.1-selling Bourbon Jim Beam, Knob Creek® Bourbon, Red Stag by Jim Beam™, Devil’s Cut™, Basil Hayden’s® Bourbon, Old Tub® and Old Grand Dad®, as well a variety of exclusive bottlings. The Jim Beam American Stillhouse is located approximately 30 minutes southeast of Louisville and is open weekdays and Saturdays 9:00 a.m. to 5:30 p.m. and Sundays from 12:00 p.m. to 4:30 p.m. (Closed on Sundays in January and February, as well as New Year’s Day, Easter, Thanksgiving Day, Christmas Eve and Christmas Day). For more information about the new Jim Beam American Stillhouse decanter or to reserve tour tickets online, visit the Jim Beam American Stillhouse online at www.AmericanStillhouse.com or under the “distillery” section of www.JimBeam.com. 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 3,300 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 www.beamglobal.com and www.drinksmart.com. # # # © 2012 Beam Inc., Deerfield, IL Crafting the Spirits that Stir the World .
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