YOU CALL THE SHOTS
CHALLENGE
Reimagine Jim Beam as a credible non-alcoholic offering that stays true to its legacy while appealing to Gen Z’s moderation mindset. Create a refreshed identity and brand activation that make non-alcoholic drinking just as compelling as the original.
BIG IDEA
Bourbon & whiskey can be enjoyed your way—you call the shots. Now, that includes choosing with or without the kick. Whether classic or non-alcoholic, the depth and richness stay the same—it’s all about what suits you.
