Beam To Restrict Ad Buys To Media Reaching 75% Legal Drinking Age

Beam To Restrict Ad Buys To Media Reaching 75% Legal Drinking Age
by Joe Mandese, Tuesday, May 8, 2007 8:30 AM ET

BEAM GLOBAL SPIRITS & WINE Inc., marketer of Jim Beam bourbon and other distilled spirits brands, Monday announced a voluntary standard that would restrict its print, TV and radio advertising to media whose audience composition is at least 75% legal drinking age consumers. The move raises the stakes among alcohol marketers who have adopted a voluntary industry standard of placing ads in media with 70% of their audience of legal drinking age. Beam also committed that on an "aggregate annual basis," its advertising would reach a minimum average of 85% of legal drinking age consumers.
In addition, the company announced it has voluntarily established the following policies:


* Not to market or advertise at "Spring Break" events nor utilize the term "Spring Break" in any marketing materials.
* To restrict brand images in video games.
* Not to market or sell any products in the "Flavored Malt Beverage" category.
* Not to advertise on outdoor locations within 500 feet of playgrounds.

Beam said it received a letter signed by 37 state attorneys general applauding its move.