The brief

From concept to execution, create and develop a premium ‘wow’ experiential activation that was transferable and scalable, to launch Jim Beam Double Oak into EMEA markets.

The event’s concept had to engage and emotionally connect with an audience made of trade and consumer press, bloggers, bartenders, key influencers and immerse them into the product and be memorable and different.

The solution

Elevate the event by providing not only an immersive experience but a mixed reality experience. Blending physical and digital was crucial to engaging and educating consumers and media alike on Jim Beam’s latest offering.

We created and fully developed an experiential concept which saw guests transported to the Kentucky distillery via a 4D immersive film experience. Guests felt like they were running through corn fields, diving into bourbon barrels and breathing in the aromas of the whiskey ageing warehouse before entering a pop-up speakeasy complete with Bluegrass band and bespoke Jim Beam Double Oak cocktails.

The results

Jim Beam welcomed over 228 of the UK’s most influential trade, media and brand fans to be the first to taste and experience the newest member of the Beam family.

Top on-trade and off-trade listings achieved include:
Amazon, Four Sisters, Nola, Bodean’s, Kojawan, Bloomsbury Group, The New Rose, The Big Easy, Apples and Pears, Big Chill, Translate and Drunken Monkey.

"The event ran seamlessly and I know that isn’t achieved without faultless planning and attention to detail behind the scenes. The huge positive response was fantastic to see and hear and it was wonderful to see such a strong turnout."


Janice McIntosh, Maxxium UK Marketing Controller