Jim Beam is driving year-end celebrations across Brazil with bourbon-based cocktails, on-tap service and special menus in bars nationwide.
Bourbon at the center of festive toasts
In December 2025, bars in several Brazilian cities have packed their schedules with year-end gatherings. As a result, the bar counter has become a natural meeting point for corporate and social toasts.
In this context, Jim Beam, the world’s No. 1 bourbon, follows the season with signature cocktails, shot menus and on-tap options designed for sharing. The brand delivers experiences that range from classic to contemporary.
Beyond authorial creations, Jim Beam also stars in traditional drinks such as Mojitos, Caipirinhas and Whiskey Sours. With bourbon as a base, these cocktails gain extra lightness, making them well suited to Brazil’s summer heat and holiday mood.
A versatile portfolio for hot summer days
Jim Beam’s portfolio includes flavored options such as Honey, Apple and the newest Black Cherry. The bourbon can be enjoyed neat, on the rocks or in refreshing long drinks, ideal for warm-weather celebrations.
According to Lizandra Freitas, Managing Director of Suntory Global Spirits in Latin America, the brand naturally fits different ways of celebrating. She highlights the social dimension of year-end gatherings.
“End-of-year gatherings are about bringing people together, sharing stories and celebrating the achievements of the past months. Jim Beam stands out because it is already part of these moments, it is versatile and matches different ways of celebrating.”
From Goiânia to Rio de Janeiro, passing through Belo Horizonte, Campinas, São Paulo, Curitiba and Florianópolis, leading venues have incorporated bourbon into themed menus, special nights and activations. Thus, Jim Beam becomes closely linked to the social atmosphere of the festive season.
São Paulo: creative bar programs with Jim Beam
In São Paulo, Esconderijo Juan Caloto, in Vila Mariana, has added Jim Beam to 2025 special events and to its latest cocktail list. The bar retains its creative identity while offering a robust food menu for group nights out.
At Cordial Bar, in downtown São Paulo and led by bartender Gabriel Santana, Jim Beam is served both on keg taps and in classic and signature cocktails. The venue also schedules seasonal happy hour promotions aimed at teams and larger groups.
Campinas region: bourbon meets gastronomy
In Valinhos, Cervejaria Mafiosa—founded in 2013 as a gypsy brewery among friends—uses Jim Beam in cocktails and seasonal activations. The initiatives speak directly to the craft beer culture and group get-togethers.
In Campinas, Donna Maria Gastronomia, located in Cambuí and run by chef Tonoli, features Jim Beam in classic and original recipes. The urban setting strengthens the pairing between gastronomy and cocktail culture.
Rio de Janeiro: bourbon on the waterfront and in the Asian scene
In Botafogo, Satay Bar taps into the global popularity of Asian cuisine, with flavors inspired by China, Japan and Thailand. The cocktail list alternates classics and house creations with Jim Beam, encouraging group gatherings in a contemporary setting.
On the shore of Lagoa Rodrigo de Freitas, steakhouse BBQ Lagoa has become a reference for group celebrations. The menu brings Jim Beam into sharing-style cocktails, pairing barbecue, bar food and a prime waterfront view.
Goiânia: vinyl, cocktails and burgers
In Goiânia, Shiva Alt Bar offers an intimate atmosphere with a vinyl-based music curation. Throughout December, Thursdays turn into meeting nights with promotions that combine Jim Beam cocktails and house signatures.
At the América Garden food complex, Weiler Burger highlights Tuesdays with Jim Beam cocktail promotions and original recipes from its menu. In 2025, the venue appeared in the PHP25 awards as the 4th most beloved burger joint in Brazil.
Belo Horizonte: culture, fire and cocktails
At cultural hub Espaço 356, Amy Wine Bar blends art, music and local food with a cocktail program featuring Jim Beam on keg taps. The format is particularly attractive for corporate gatherings during the season.
At Nicolau Bar, Latin American cuisine meets high-level mixology under chef Léo Paixão. From the grill come dishes like provoleta with chimichurri, parrilla ribs, oxtail croquettes and crispy taquitos, sharing the spotlight with classic and signature cocktails built on Jim Beam and keg service for groups.
Curitiba and Florianópolis: festive bars with keg service
In Curitiba, Macro Bar, located in the city center, operates as both bar and club. It maintains a cocktail list featuring Jim Beam and a shot menu tailored to events, making it a popular destination for year-end celebrations.
In the Batel neighborhood, Taj Bar combines a pan-Asian food concept with a party atmosphere. The venue organizes gatherings guided by a Jim Beam cocktail list and a dedicated bourbon tasting flight.
In Florianópolis, Céu de Floripa, in Lagoa da Conceição, has added Jim Beam on keg and in classic and signature cocktails. The open-air bar counter reinforces the spot as a summer meeting point for groups.
At Savas Armazém, in downtown Florianópolis, bourbon appears both on the keg menu and in cocktails. The house naturally lends itself to collective gatherings and seasonal celebrations.
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Jim Beam: eight generations of bourbon tradition
Jim Beam is the world’s best-selling bourbon, produced by eight generations of the same family since 1795. Master Distillers Fred Noe and Freddie Noe, from the 7th and 8th generations, remain faithful to the family recipe, preserving more than 230 years of tradition.
In Brazil, the portfolio includes Jim Beam White, Jim Beam Black 7 Years, Jim Beam Apple, Jim Beam Honey, Jim Beam Rye and the new Jim Beam Black Cherry. This diversity supports the brand’s growing role in Brazilian cocktail culture.
Suntory Global Spirits: global reach and Brazilian operation
Headquartered in New York, Suntory Global Spirits is a subsidiary of Japan’s Suntory Holdings Limited. The company was created in 2014, when Suntory acquired whisky producer Beam Inc..
Present in nearly 30 countries, the company employs around 6,000 people in offices, distilleries and sales structures. Its brands are available in 69 markets worldwide.
In Brazil, where it has operated directly since 2019, Suntory distributes bourbons Jim Beam and Maker’s Mark. The local portfolio also includes Japanese whiskies Yamazaki, Hakushu, Hibiki and Chita, as well as Spanish gin Larios and other global labels.