Why Jim Beam Is Running Snapchat Ads to Launch a New Apple-Flavored Bourbon

Liquor brand targets millennials

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.