Kid Rock Urges Guys to Get Off the Couch and Out of the House to "Unleash" for a Bold Night Out

Kid Rock Urges Guys to Get Off the Couch and Out of the House to "Unleash" for a Bold Night Out

Rock Star Partners with Jim Beam® Devil's Cut(TM) to Surprise Unsuspecting Guys on Twitter with Personal Video Messages Challenging them to "Unleash Your Spirit"

CLERMONT, Ky., Oct. 24, 2011 /PRNewswire/ -- Jim Beam® and Kid Rock are building on their long-standing relationship by partnering to help music and bourbon fans alike get out of their boring day-to-day routine and into a night where they can "Unleash Their Spirit" with the Brand's newest bourbon, Devil's Cut(TM).

The award-winning musician and Devil's Cut came together this weekend and scoured Twitter to find guys 21+ talking about their dull weekend plans. Building off the newest innovation, Devil's Cut Bourbon, and its unique production process - that unleashes liquid trapped within the barrel wood - a handful of unsuspecting guys were sent a personalized video from @JimBeamOfficial with special instructions on how to "amp up" their night straight from a rock star who can unleash with the best of them - Kid Rock.

Five lucky fans were challenged to "Unleash Their Spirit" with Kid Rock. He dished out five all-inclusive VIP trips to his concert in Atlanta next month to Twitter users who were in most need of a bold night out.

"Devil's Cut is the go-to premium bourbon for situations when guys are forced to make the bold choice - do I go home and hit the sack, or go out and kick it up a notch?" said Rob Mason, Director, U.S. Bourbons, Beam Inc. "Because of his bold personality, Kid Rock is the perfect person to urge guys to make that choice to go out with their buddies for what could be an unforgettable night."

Devil's Cut "Unleashes"

What makes Devil's Cut stand apart from the other bourbons - besides the bold but balanced and smooth taste - is the unique production process that goes into every bottle of the bourbon. The name plays off the bourbon-making term "Angel's Share" - the portion of liquid lost from the barrel due to evaporation. After aging, some of the whiskey is left trapped within the wood of every barrel. Jim Beam extracts that bourbon trapped deep inside the wood and calls it the "Devil's Cut" - the antithesis of the Angel's Share.

After blending the extracted bourbon with extra-aged Jim Beam, the result is a bold, premium 90-proof bourbon with deep color, aroma and character--designed for those times when you just need to "Unleash Your Spirit." Devil's Cut is available nationwide for a suggested retail price of $23.99 for a 750ML bottle.

Unleashing Devil's Cut Throughout 2011

Beyond the Kid Rock partnership, Devil's Cut is supported by a robust media campaign that includes strong print and online presence to support the product launch and the "Unleash Your Spirit" promotion*. The promotion is giving bourbon fans the opportunity to enter for a chance to win a trip to New Orleans to be a part of Mardi Gras 2012 and ride the Devil's Cut float with Maxim models. Devil's Cut fans can enter the promotion at www.jimbeamdevilscut.com/unleash or by texting "UNLEASH" to 66937 from now until December 3, 2011.

For more information about Devil's Cut, go to www.jimbeamdevilscut.com or visit us on Facebook® at www.facebook.com/JimBeam.

Jim Beam is committed to social responsibility and advises legal purchase age consumers to drink smart®. Through drinksmart.com, Beam Global educates legal purchase age consumers about how to make responsible choices about alcohol.

About Beam, Inc.:

As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam® Bourbon, Maker's Mark® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos (TM) Tequila, Knob Creek® Bourbon, EFFEN® Vodka, Pucker(TM) Flavored Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, and Skinnygirl® Cocktails. The Beam portfolio includes 10 of the world's top 100 premium spirits brands and some of the industry's fastest growing innovations. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,200 passionate associates worldwide generated 2010 sales of $2.7 billion on volume of 33 million 9-liter cases.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

*Text ""UNLEASH"" to short code 66937 now, enter online by going to jimbeamdevilscut.com/unleash (where legal) during the sweepstakes period.

Standard text messaging rates apply.

NO PURCHASE NECESSARY. Must be a legal resident of the 50 United States or D.C. (except CA) and 21 years of age or older to participate. Void where prohibited. Subject to complete official rules, available at jimbeamdevilscut.com/unleash. ALL FIRST PRIZE WINNERS OF THE SWEEPSTAKES ARE REQUIRED TO PARTICIPATE IN THE CONTEST AS A CONDITION OF BEING AWARDED A FIRST PRIZE. Sweepstakes begins on August 15, 2011 at 12:00:01 a.m. ET and ends on December 3, 2011 at 11:59:59 p.m. Contest begins on December 17, 2011 at 12:00:01 a.m. ET and ends on January 23, 2012 at 11:59:59 p.m.

Jim Beam® Devil's Cut(TM) Kentucky Straight Bourbon Whiskey, 45% Alc./Vol.
©2011 James B. Beam Distilling Co., Clermont, KY.
All trademarks are the property of their respective owners.

CONTACTS:
Dan Cohen Katie Lundstrom
Beam, Inc. Edelman
847-444-7657 312-240-2710
Dan.Cohen@BeamGlobal.com Katie.Lundstrom@Edelman.com

SOURCE Beam, Inc.

Beam, Inc.

Web Site: http://www.beamglobal.com

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