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IMG Signs for Jim Beam Ahead of 225 Year Anniversary

IMG Signs for Jim Beam Ahead of 225 Year Anniversary

Beam Suntory has signed IMG to help it extend the James B. Beam Distilling Company’s portfolio of brands through strategic licensing partnerships.  

The company is best known for its Jim Beam Bourbon, the bourbon which celebrates its 225th anniverary this year.  The James B. Beam Distilling Company’s American Whiskey portfolio also includes Knob Creek®, Basil Hayden’s, Booker’s, Baker’s, Legent and Little Book®.  

IMG will be tasked with developing products that celebrate the company’s extraordinary history, its good-natured and convivial style and its bold flavor profile. Targeted categories will include experiential, fashion, home, gift, memorabilia, grilling and bourbon-flavored foods.

Tom Bufalino, Director at James B. Beam Distilling Company, said: “As we celebrate our 225th year, this is the perfect time to extend our iconic brands to products and experiences that create new platforms and occasions to welcome consumers, old and new, to our product and personality. With their deep experience and resources, there is no better partner than IMG to accompany us on that journey.”

Bruno Maglione, President of Licensing at IMG, added: “It’s an honor for us to join the First Family of bourbon. This is a beloved quintessentially American brand and a time-venerated quality product that is all about family values, shared experiences and accessibility. Through the Jim Beam licensing program, we will develop products that place an accent on each of those attributes.”   

IMG will develop strategies and pursue licensing opportunities for many of the other distinctive brands in the James B. Beam Distilling Company’s portfolio including Knob Creek, Basil Hayden’s, Booker’s, Legent and Little Book.  

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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