Maxxium UK is helping bars to introduce American-style dining with a promotion for Jim Beam bourbon.
It is running a “Bourbon and Burger” promotion featuring point-of-sale materials throughout July and August, available directly and via wholesalers.
On-trade customers who buy four or more bottles of either Jim Beam Honey, Red Stag by Jim Beam or Jim Beam Apple will receive a Stars and Stripes summer pack to recreate they style of an American-style diner and offer the “ultimate bourbon and burger experience”.
Contents include colourful posters, tent cards, burger boxes, bunting and four bottles of both Jim Beam Cherry Bourbon and Jim Beam Original sauces ideal for marinating or complementing a burger.
The POS features three refreshing signature serves for the promotion: Jim Beam Honey and Ginger Ale, Jim Beam Red Stag and Ginger Ale and Jim Beam Apple Splash – Jim Beam Apple with tonic.
Maxxium UK’s marketing controller for imported whiskey, Janice McIntosh, said: “We’ve developed this Jim Beam summer activation to reflect the increasing popularity of American-style summer events in the on-trade calendar. Jim Beam is an authentic Kentucky bourbon and this promotion celebrates its heritage as well as the British love affair with American food.”
Maxxium UK is supplying 1,800 packs via its own field sales teams as well as via wholesalers including Matthew Clark, Booker, Molson Coors, Tennent’s, Greene King and Marston’s.