U.S. Senate Declares September
Bourbon Heritage Month”
Beam Global Spirits & Wine Joins Senate in Celebration of America’s Native Spirit
DEERFIELD, Ill.--(BUSINESS WIRE)--Beam Global Spirits & Wine, Inc., the world’s number one bourbon producer, proudly applauds that the U.S. Senate has declared, by unanimous vote, September as “National Bourbon Heritage Month”. This resolution reinforces bourbon as “America’s Native Spirit” by celebrating the family heritage, tradition and deep-rooted legacy that the bourbon industry contributes to the United States. The resolution calls for consumers who enjoy bourbon to do so responsibly and in moderation.
“The U.S. Senate is recognizing bourbon’s unique place in American history and we’re looking forward to celebrating this September.”
“This is a great honor that the U.S. Senate has bestowed upon the bourbon industry,” said Bill Samuels Jr., president of Maker's Mark Distillery. “The tradition of family heritage, authenticity and craftsmanship behind bourbon is what has made it an American Icon.”
“This recognition is a long time coming … my great-grand-daddy would be proud,” said Frederick “Fred” Booker Noe III, seventh-generation Jim Beam family member and native of Bardstown, Ky. “The U.S. Senate is recognizing bourbon’s unique place in American history and we’re looking forward to celebrating this September.”
Iconic brands in Beam Global’s bourbon portfolio include:
Bourbon is America’s Native Spirit
As America’s only indigenous spirit, bourbon was recognized in 1964 by an act of Congress when it declared bourbon “America’s Native Spirit.”
“The bourbon industry is a source of pride for Kentucky and its Heritage and has served as a major part of the Commonwealth’s economy for over 200 years,” said U.S. Senator Jim Bunning. “I am pleased that Kentucky bourbon will be recognized across this nation in September,” Bunning declared.
“Earlier this year, Beam Global declared 2007 as the ‘Year of Bourbon’ because of the significant growth numbers and popularity in the category,” said Jim Clerkin, president, Beam Global Spirits & Wine, North America. “The dedication of an entire month in celebration of bourbon heritage is a significant milestone for the entire bourbon industry, bourbon lovers and our company,” added Clerkin.
In honor and celebration of the national declaration, Beam Global will host celebratory events throughout the month of September. Beam Global is planning educational tastings for consumers and industry professionals and exclusive bourbon events at on- and off-premise accounts throughout the month.
The Bourbon Category is Growing
Bourbon consumption is surging, particularly the interest and demand for high-end, super-premium and ultra-premium small batch bourbons. In fact, the global bourbon market grew by three percent in 2006(a). In the United States, since 2003, high-end bourbons have seen revenue grow from $450 million to over $500 million, some 2.2 million cases, according to DISCUS, the Distilled Spirits Council of the United States. High-end bourbon sales accounted for eight percent of total spirits growth in 2006.
"At a time when consumer preferences have led to a renaissance for premium bourbons, it's great news that the U.S. Senate has recognized America's distilling heritage by designating September as ‘Bourbon Heritage Month’," said Distilled Spirits Council Senior Vice President Frank Coleman. "America's distilling heritage is intertwined with the history of the nation. In fact, George Washington ran the largest commercial whiskey distillery in America after he left the presidency. This legislation will help bring that history back into focus for many Americans, and help us celebrate our heritage — responsibly!"
The Spirit of Bourbonfest isn’t Just for Kentuckians
The city of Bardstown has played host to the Kentucky Bourbon Festival, which celebrates the craft and heritage of bourbon making, every September since 1991. With the recognition of “National Bourbon Heritage Month,” Beam Global hopes to start a new tradition in cities beyond Bardstown to educate bourbon and non-bourbon drinkers across the country.
(a) Source: Impact Magazine, July 2007
About Beam Global Spirits & Wine:
Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Maker’s Mark® Bourbon, Laphroaig® Scotch Whisky, Larios® Gin, Whisky DYC®, Teacher’s® Whisky, DeKuyper® Liqueurs, Knob Creek® Bourbon, Starbucks™ Liqueurs and Clos Du Bois® Wines. Beam Global Spirits & Wine is part of Fortune Brands Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.
© 2007 Beam Global Spirits & Wine, Inc., Deerfield, IL.