Jim Beam promotes refreshing bourbon serves and rolls out Folia Nº1 do Mundo from Jan 21 to Feb 21 in bars across Brazil.
Jim Beam is encouraging consumers to adapt bourbon to hot summer days. The initiative aims to challenge the idea that the spirit only fits cold weather. In addition, the campaign links bourbon to Carnival season.
According to the brand, bourbon has a lighter profile with sweet notes. In this way, it can work in refreshing drinks with ice, fruit, and aromatic ingredients. Thus, the spirit gains space in gatherings that intensify during summer.
Bourbon as a warm-weather base
Bourbon is made mostly from corn, which shapes its characteristics. Therefore, the brand highlights its versatility for heat-friendly recipes. Meanwhile, the trend grows alongside outdoor parties, barbecues, and trips.
Lizandra Freitas, general manager of Suntory Global Spirits in Latin America, says spirits consumption is tied to context and occasion. As a result, she supports lighter and more refreshing formats for summer. In addition, she notes the approach respects the product profile and consumption habits.
“The spirits category is increasingly linked to context and occasion. In summer, it makes sense to present bourbon in more refreshing and lighter formats, designed for consumption in the heat, respecting the product profile and how it is consumed.”
Folia Nº1 do Mundo runs Jan 21–Feb 21
To boost summer consumption, Jim Beam is launching Folia Nº1 do Mundo. The activation runs from Jan 21 to Feb 21 in bars across several Brazilian cities. Thus, the brand aims to connect Kentucky Straight Bourbon with Brazil’s summer energy.
During the circuit, participating bars act as brand “embassies.” In addition, they serve recipes built around White, Apple, Honey, and Black Cherry labels. Consumers who order campaign drinks may receive customized glitter items.
Participating venues in São Paulo and Campinas
In São Paulo, Cervejaria Dogma joins the activation with locations in Jardins, Itaim, and Santa Cecília. In this way, consumers can try the drinks in a venue with a traditional pub feel. In addition, the brand presence expands across neighborhoods.
In Vila Buarque, Bagaceira is also part of the circuit. On the other hand, the venue pairs cocktail-making with a food offering. Thus, it positions the activation within its house curation.
Esconderijo Juan Caloto, in Vila Mariana, added bourbon to specific actions and to a new drink list. Next, it keeps the bar’s creative dynamic focused on group gatherings. In addition, it offers a food menu for the evening.
In the Campinas area, Ruera Cervejaria, located at Beco de Barão, hosts Folia Nº1 do Mundo. As a result, the activation also reaches São Paulo’s interior. The venue highlights a distinct, laid-back atmosphere.
Rio, Florianópolis, and Goiânia on the circuit
In Rio de Janeiro, Jurema Bar in Glória joins the circuit with Jim Beam drinks. According to the text, the venue blends a Carnival vibe with references to Brazilian culture. In addition, it offers a menu focused on local flavors.
In Botafogo, Bukowski Bar hosts Folia Nº1 do Mundo. The venue is dedicated to rock and features DJs and live bands. In this way, the activation connects with a music-driven nightlife setting.
In Florianópolis, Vacuno highlights the pairing of bourbon and barbecue. The venue includes parrilla-style meats and options such as sandwiches and burgers. Meanwhile, Cereja Studio Bar in downtown Florianópolis joins with a dance-floor atmosphere and varied programming.
In Goiânia, Shiva Alt Bar participates with an intimate setting and a carefully selected vinyl playlist. In addition, it combines casual dining with a mystic aesthetic. Finally, Birass Bar joins the activation as a meeting spot tied to local bohemian culture and city memory.
Sale and consumption are prohibited for anyone under 18.
About Jim Beam
Jim Beam is described as the world’s best-selling bourbon and has been made by eight generations of the same family since 1795. Master Distillers Fred Noe and Freddie Noe from the 7th and 8th generations keep the family recipe. In Brazil, the portfolio includes Jim Beam White, Jim Beam Black 7 Years, Jim Beam Apple, Jim Beam Honey, Jim Beam Rye, and Jim Beam Black Cherry.
About Suntory Global Spirits
Headquartered in New York, Suntory Global Spirits is a subsidiary of Japan’s Suntory Holdings Limited. Present in nearly 30 countries, the company was formed in 2014 after Suntory acquired Beam Inc. It employs about 6,000 people and sells products in 69 countries.
In Brazil, where it has operated directly since 2019, Suntory distributes Jim Beam and Maker’s Mark. In addition, it brings Japanese whiskies Yamazaki, Hakushu, Hibiki, and Chita, as well as the Spanish gin Larios. Thus, the group offers a portfolio of global brands in the local market.