Everyone's always welcome

Jim Beam's global marketing campaign to promote belonging

Jim Beam Bourbon’s new global marketing campaign, Always Welcome debuted on Australian television screens this week.

The integrated campaign shares a long-valued sentiment from the world’s No. 1 bourbon: that people everywhere should feel like they belong, even when and where they least expect it.

The creative 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 No.1 bourbon brand, through all its evolutions and innovations over its 226-year history.

“Through our long history as a brand that brings people together, we’ve seen our core values resonate strongly with our fans, and we’ve long placed emphasis on crafting great bourbon that makes everyone feel like they belong,” said Jessica Spence, President of Brands, Beam Suntory.

“With Always Welcome we believe that this purpose shines through. We want all consumers to understand that with a Jim Beam cocktail, they can find that feeling with family and friends old and new.”

Always Welcome is supported with TV, digital and print advertising, local activations and retail marketing. Following its debut in Australia, Always Welcome will expand to other markets throughout 2021 and 2022.

The campaign marks the second collaboration with global advertising agency adam&eveNYC.