Liquor brands pour ad spend into late-night TV ads

05/13/2012 | Advertising Age (tiered subscription model)

A loosening of voluntary guidelines on accepting liquor ads is bringing the hard stuff back to television. Jagermeister brand manager Amanda Blanco says, "We felt that it was important to speak to our core consumer [of 21- to 29-year-old men], and in order to do so we needed to have a presence on television." Other brands such as Jim Beam, Captain Morgan and Southern Comfort are finding a home on late-night television and cable, typically respecting adult-viewing hours.

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