How a 230-year-old iconic brand navigates shifting American values
Jim Beam bourbon is not only an American invention (being a barrel-aged whiskey made in America of at least 51% corn), it’s a classic example of the American Dream. The original Boehm family landed in the 13 colonies in 1740, later settled in Kentucky to grow corn and created a new kind of whiskey that became a sensation. John Alvarado, U.S. chief brands officer for Suntory Global Spirits, which owns the Jim Beam brand, explains how the brand draws on its heritage and values to navigate through social and political change today and in the future.
Kate MacArthur: Jim Beam is a famously American brand. How important is communicating U.S. heritage in marketing?
John Alvarado: Jim Beam is outperforming the American whiskey category every month since the beginning of last year. What’s allowed us to continue that momentum is the fact that we have a strong heritage of 230 years of quality craftsmanship and premium production in Kentucky with an eighth-generation distiller in place. That is something we’ve celebrated throughout our creative campaigns as well as our marketing activities. While the brand has been able to stay true to its roots, the Jim Beam narrative, the family, the heritage and the fact it’s an iconic American brand have allowed us to expand across the globe successfully.
MacArthur: How does that connect to the idea of the American Dream?
Alvarado: When you look at how the business was founded, then the perseverance coming out of prohibition, restarting the business and continuing to grow, that story of resilience, craftsmanship and family are very much the ideals and values that are encapsulating the American Dream. We have found this continues to be relevant today as much as it was in the past.
MacArthur: Is being American an important message?
Alvarado: The Jim Beam story is an iconic American story that resonates with consumers, and that is how we’ve identified how to promote this brand. But then also with partnerships. We are the exclusive spirit sponsor of the U.S. Soccer Federation. That was born out of understanding who we were, understanding it was a passion point for our consumers in the stadium, and even at home.
MacArthur: How do you mix newer ideas with tradition in marketing?
Alvarado: It starts with the idea of perseverance and always not being complacent. In 2025, we introduced Jim Beam Pineapple. This is the brand’s first new flavor in four years and its first foray into tropical flavors.
MacArthur: Our research shows people buy brands that reflect their personal values. What’s your approach to understanding those values?
Alvarado: We spend a lot of time, energy and investment in understanding our consumers and gaining deep consumer insights through research, talking to consumers one-on-one or in market, and a strong emphasis on getting out into the marketplace. It’s a value that stems from our parent company at Suntory, which is this idea of Gemba, being in the community and talking to our customers, consumers and partners. We bring those insights to life in ways that fit with the brand’s DNA, but also in relevant and fresh ways.
Digital platforms have allowed us to engage consumers directly to gauge their sentiments and then adapt in real time.”
MacArthur: How does your team prioritize cultural trends in marketing strategy?
Alvarado: Transparency and authenticity are key. Consumers respect brands that stay true to their values. What you’ve got to do as a brand leader is understand your brand, gain deep consumer insights and marry the two to show up in a timely, relevant way. Digital platforms have allowed us to engage consumers directly to gauge their sentiments and then adapt in real time. That’s key for focusing on the universal themes like connection or community that have resonated across the globe. You’ve got to find those universal themes that you can tap into to stay true to your brand but also meet current consumers’ desires.
MacArthur: How do you handle situations involving national identity?
Alvarado: By developing a deep relationship with consumers built on common values and needs, not just for today, but longer term, like the universal value of connection. That is what we have focused on versus trying to be relevant to what’s topical today, to build sustainable brands that consumers love.
← Read previous | Read next → |