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

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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.

The bourbon brand’s new ad, part of a broader “Need a Break From Beer” campaign, plays on craft beer stereotypes, joking about goat milk-aged IPAs, sinister dark brews and traditional German beers.

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