Raised Right

Jim Beam is America’s bourbon. But after years of using tired whiskey tropes and an irrelevant celebrity spokesperson that rhymes with “Kila Munis,” the 225-year old brand lost its place in culture. And while the world has changed a lot in those two centuries, their values have not – respect, integrity, decency. They’re the same values the Beam family has lived by for eight generations, whether it comes to treating a person or making a whiskey. It’s just how they were raised.

AD: Marthon Pucci | CD: Daniel Bonder, David Brown

Rebuilding a brand built on values.

Jim Beam is America’s bourbon. But after years of using tired whiskey tropes and an irrelevant celebrity spokesperson, the 225-year old brand lost its way and place in culture. Tasked with reestablishing this iconic bourbon for the modern age, we looked to the past - to the values Jim Beam was founded on and the tenets the Beam family has lived by for centuries. They believe in respect, decency, and integrity, whether it comes to how you make a whiskey or how you treat a person. It’s how they were raised.

Prohibition was a troubling time for the Beam family. For generations, their livelihood and legacy were built on distilling bourbon. And one law brought that all down. We sought to tell the true story of James Beam and his post-prohibition journey to build it all back up again...in 120 days. A tale of determination, hard work, and a whole lot of selfless help from good people.