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Beam Global Spirits Signs with Licensing Company |
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Tuesday, 10 October 2006 10:32 |
Beam Global Spirits & Wine, Inc. (Deerfield, IL, USA), a division of Fortune Brands, has selected brand extension agency The Licensing Company of North America (TLC), as its leading brand licensing agency of record. The agreement covers all countries around the world with the exception of Australia and New Zealand, which will continue to be represented by Newman International.
Under the agreement, TLC adds Beam Global's flagship brand, Jim Beam bourbon to the roster of brands it represents. It will continue to represent the former Allied Domecq brands that Beam Global acquired including Sauza tequila, Courvoisier cognac, Canadian Club Canadian whisky and Maker's Mark bourbon.
TLC's licensing strategy for Beam Global's portfolio focuses on extending the brands' unique qualities into food and beverage categories and lifestyle and accessories products. Previous work includes Sauza margarita mix, the Maker's Mark Bourbon House and Lounge, Courvoisier cigars, and an award-winning line of Sauza condiments.
"The Licensing Company has a solid track record with global brands from its days with the former Allied Domecq. Not only do they have a deep-seated knowledge of the spirits licensing industry, but also of our brands. Their relevant experience eliminates any learning curve and we can get down to business right away," says Jeff Christensen, Senior Manager, Global Licensing & Strategic Partnerships, Beam Global Spirits & Wine, Inc. "We are very confident about introducing our flagship brand Jim Beam to TLC. Along with the other brands that TLC represents, we will work towards increasing consumer awareness, building brand equity and expanding our brands into lifestyle and culinary sectors of the market, in a responsible manner."
TLC created its worldwide Food & Beverage division in 2005 to advise clients on brand-building initiatives in two of the fastest growing categories in the licensing industry. The agency is responsible for creating the third largest Food & Beverage-based brand extension program in the world based on previous work on spirit brands.
www.beamglobal.com
www.thelicensingcompany.com
Posted on October 10, 2006
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