Jim Beam's Bourbon Garden is for Those in Need of a Break from Beer
Ellen Smith — January 19, 2021 — Lifestyle
The cult following behind craft breweries and beer gardens can be a lot for the average drinker to keep up with -- those who agree may be drawn to a new innovation from Jim Beam dubbed Beam Gardens.
As it turns out, the environment of a beer garden lends itself well to other beverages. Perfect for the cocktail enthusiast who's looking for a refreshing night-out, this outdoor space was designed to give consumers a much-needed "break from beer." This ad was created with the intention of changing one's perception around bourbon. While many see it as a beverage enjoyed alone, in the comfort of one's home, the brand is hoping to promote it as a social option.
As it turns out, the environment of a beer garden lends itself well to other beverages. Perfect for the cocktail enthusiast who's looking for a refreshing night-out, this outdoor space was designed to give consumers a much-needed "break from beer." This ad was created with the intention of changing one's perception around bourbon. While many see it as a beverage enjoyed alone, in the comfort of one's home, the brand is hoping to promote it as a social option.
Trend Themes
1. Outdoor Cocktail Gardens - There is an opportunity for bars and beverage companies to create more outdoor spaces dedicated to cocktails, promoting socializing and changing perceptions around certain drinks.
2. Non-beer Beverages in Beer Garden Settings - Bars and beverage companies can capitalize on the popularity of beer gardens by offering alternative beverage options, such as cocktails, to attract a wider range of customers.
3. Social Promotions for Unique Beverages - Brands can create advertising campaigns that promote social drinking experiences around less conventional beverage options, such as bourbon gardens.
Industry Implications
1. Hospitality - Bars and restaurants can create outdoor spaces that cater to cocktail drinkers to increase their customer base.
2. Beverage - Beverage companies have an opportunity to create alternative beverage options and capitalize on the popularity of beer gardens.
3. Advertising - There is an opportunity for creative advertising campaigns that promote social drinking experiences around less conventional beverages, such as bourbon.
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