Walking into a party with Jim Beam is a very clear statement of intent, which is directly attributed to the brand being shaped around one very simple meaning; the fire starter. With RTD tax hikes, a saturating market and drinkers broadening their repertoire the brand needed to dial up the quality cues. At a glance this is a big dumb stunt but it was in fact a way in to talking about the process of making Jim Beam. A process worth paying for.