Jim Beam takes iconic artists back to their first stage in new music campaign


Jim Beam has announced the launch of a multi-year partnership with iconic artists, ‘Jim Beam: Welcome Sessions’, which will see them return to the independent venues that gave them their first stage and lay down one-of-a-kind performances on film.

As fans look to reconnect with live music, the world’s leading bourbon is releasing exclusive music video content and documentary shorts by Jack Garrett, Fontaines DC and Jose Gonzalez – with further acts to be announced – taking viewers behind the scenes in the pubs, clubs, and live venues that welcome them from the start.

Launching in June and dropping throughout the year featuring venues including The Lexington & Village Underground in London, each episode reimagines and celebrates the warm welcomes experienced by artists and music fans alike. Building on the initial releases across 2021, more artists will follow with their take on the live experience each year, supported by a range of unique content and activities across 2022 and beyond.

“Although the light at the end of the tunnel is coming ever closer, the real world shared experiences we so crave remain few and far between. This sense of place and sense of community with others is something we as a brand have been firm believers in throughout our 226-year history,” Malini Patel, managing director James B. Beam Distilling Co, said.

“The Jim Beam Welcome Sessions are about creating connections between amazing global acts, the iconic independent venues and the audiences who love their music. By launching the global partnership, we hope to create a unique shared experience that fans can relate with, over and over again. An experience that inspires, uplifts and instils a sense of community to being part of something special.”

The partnership follows the launch of a fully integrated 360 multichannel marketing campaign and TV commercial from the brand.