We kept true to the brand’s core mantra - Come as Friends, Leave as Family - through our fun serving ritual and 23-city happy hour tour.

To promote Jim Beam’s new drink strategy, The Highball, after the country was coming out of quarantine, we helped the brand create memorable moments that gave both consumers and local accounts a reason to celebrate and reconnect.

We developed a serving ritual, The Jim Beam Highball Formation, which was our signature serve topped with a small plate of local food. We took this on the road to host 44 happy hour events where accounts could personalize their formation with food that best represented their city. From dive bars to MLB ballparks, this tour brought friends together all along the East Coast. Teaser videos promoted the next stop of the tour and local media outlets supported our journey along the way.

3,000+

Consumers engaged

5,000+

Cocktails served