Beam looks to get tongues wagging about spirits

08/26/2007 | Advertising Age (tiered subscription model)

Beam Global Wine & Spirits, which markets Jim Beam bourbon, Courvoisier cognac and other well known spirits brands, is shifting its focus to word-of-mouth marketing. People familiar with the plan are describing it as a fundamental shift, although there were few details about how the new focus will affect the company's $100 million global marketing budget.

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