Jim Beam Bourbon is bringing iconic artists back to the independent venues that gave them their first stage to film for the launch of ‘Jim Beam: Welcome Sessions’.
Working in partnership with renowned music production team La Blogotheque—famed for collaborations with the likes of Justin Timberlake, Paul McCartney, Jack White, and Iggy Pop—the launch marks the start of a multi-year marketing effort to foster a relationship with music fans and support independent music venues handpicked for their unique welcoming spirit.
Each Welcome Session celebrates the spaces that gave artists their first break in years gone by, creating moments where the power of music helps people feel like they truly belong.
Jim Beam is bringing together musicians, including Jack Garrett (pictured), Fontaines DC and Jose Gonzalez, with further acts to be announced.
Launching on June 2021 and dropping throughout the year, each episode reimagines and celebrates the warm welcomes experienced by artists and music fans alike.
Building on the initial releases across 2021, more artists will follow with their take on the live experience each year, supported by a range of unique content and activities across 2022 and beyond.
Trent Chapman, marketing director at Beam Suntory Oceania, said: “As live music returns to venues around the country, Jim Beam is here to celebrate with Aussies as they come together through a shared passion for live music.
“This sense of community with others is something we as a brand have been firm believers in throughout our 226-year history.
“The Jim Beam Welcome Sessions are about creating connections between amazing global and local acts, iconic independent venues and the audiences who love their music.
“By launching the global partnership, we hope to create a unique shared experience that fans can relate with, over and over again. An experience that inspires, uplifts and instils a sense of community.”
The Jim Beam Welcome Sessions’ announcement follows the launch of a fully integrated 360 multichannel marketing campaign and TV commercial.
Titled ‘Always Welcome,’ and having debuted in Australia in February 2021, the ad follows a small-town bartender as he finds that the offer of a Jim Beam Highball can be a warm welcome, no matter where he goes.
The spot showcases the welcoming spirit of the world’s number one bourbon brand through all its evolutions and innovations over its 226-year history.
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