JB set for music appeal to youth

Bourbon whiskey brand Jim Beam is planning a three-year programme of musical events in a bid to appeal to young drinkers.

The 2005 17-venue tour begins in March, featuring bands The Raveonettes and Queens of Noize.

Retained agency Burt Greener Communications will manage a campaign to target the music press and regional newspapers.

Burt Greener director Lorna Burt said: ‘Research indicated music was a good fit for the brand’s target market in the UK.’

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