Snapchat is a risky place for alcohol brands to play. Sixty-three percent of its monthly users are between the ages of 13 and 24, leaving a small pocket of people who are over 21. But that group of legal-age users still includes millions of millennials who use Snapchat every day, which is why the messaging app is Jim Beam's top marketing priority this fall.
The liquor player is running video ads within a bevy of Live Stories, the chains of photos and videos Snapchat curates at events, through October to promote Jim Beam Apple.
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