With Beer Drinking Down, Jim Beam Targets Consumers Looking for a New 'Sessionable' Beverage

The bourbon brand's latest campaign highlights a simple cocktail: the highball

While the craft beer enthusiasts are certainly going strong, Jim Beam is hoping to tap into a different segment of the population with its new campaign: drinkers who are tired of hearing about the latest brewing techniques and just want a refreshing beverage—without the bloat and extra carbs.