Beam unveils new logo

16 August, 2011

Beam Global Spirits & Wine has announced new corporate branding in anticipation of becoming an independent publicly traded spirits company, to be renamed Beam, early in the fourth quarter.

The new logo features the single word “Beam” in the signature script of fourth-generation distiller James B. Beam, whose namesake Jim Beam bourbon is the company’s flagship spirits brand.

Matt Shattock, Beam president and CEO said: “The Beam signature will now be on every aspect of our global business, serving as a powerful and enduring endorsement of our dedication to quality, innovation and authenticity as we enter an exciting new era of growth as a leading pure-play spirits company.”

Beam will start using the new logo upon the separation of Fortune Brands’ businesses, which is on track for completion early in the fourth quarter. As a standalone spirits business, the company expects to trade on the New York Stock Exchange under the ticker symbol BEAM. The separation of Fortune Brands’ businesses remains subject to completion of detailed separation plans, customary regulatory approvals and final board approval.





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Joe Bates

Why duty free must do better

It’s one of the worst PR disasters to have hit the duty free industry in the almost two decades i’ve been covering the business.

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