Beam Suntory signs IMG

IMG will help extend its portfolio of iconic brands to products and experiences through strategic licensing partnerships

Written by Georgie Dobie

Posted 23.06.2020 | Consumer Product

Beam Suntory signs IMG thumbnail

Beam Suntory, a world-leader in premium spirits, has signed IMG to help it extend the James B. Beam Distilling Company's portfolio of brands through strategic licensing partnerships.

The company is best known for its Jim Beam Bourbon, the world’s number one bourbon which celebrates its 225th anniversary this year. The James B. Beam Distilling Company’s American Whiskey portfolio also includes Knob Creek, Basil Hayden’s, Booker's, Baker’s, Legent and Little Book.   

Tom Bufalino, director at James B. Beam Distilling Company, said: "As we celebrate our 225th year, this is the perfect time to extend our iconic brands to products and experiences that create new platforms and occasions to welcome consumers, old and new, to our product and personality. With their deep experience and resources, there is no better partner than IMG to accompany us on that journey." 

IMG will be tasked with developing products that celebrate the company's extraordinary history, its good-natured and convivial style and its bold flavour profile. Targeted categories will include experiential, fashion, home, gift, memorabilia, grilling and bourbon-flavoured foods. 

Bruno Maglione, president of licensing at IMG, said: "It's an honour for us to join the first family of bourbon. This is a beloved quintessentially American brand and a time-venerated quality product that is all about family values, shared experiences and accessibility. Through the Jim Beam licensing program, we will develop products that place an accent on each of those attributes."    

IMG will develop strategies and pursue licensing opportunities for many of the other distinctive brands in the James B. Beam Distilling Company's portfolio including Knob Creek, Basil Hayden’s, Booker's, Legent and Little Book.   

For more information on licensing opportunities, visit www.imglicensing.com.    


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