1. Jim Beam Hispanic Market Update Rio Grande Valley On-Premise Team

2. June 13, 2008
Our first promotion was held at Dos Hermanos Night Club. Dos Hermanos caters to many of our targeted Hispanic consumers in the Brownsville area. This account is 80% beer and 20% whiskey & tequila. They are only open 3 days a week and each one of those days is extremely busy.

3. We did not receive all the POS for the event in time, so some parts of the promotion were not put into place. We did create some banners and posters with our graphics department to merchandise the event. The radio station (KGBT) did a FANTASTIC JOB broadcasting our venue and plugging Jim Beam all night.

4. Posters and other POS materials were used and placed where ever possible.

5. The promotional models also did a great job getting the word out to every consumer.

6. This event was successful in many ways
We hit our targeted demographic.
Connected with our audience thru sampling, pos and radio.
Brought awareness to the brand and created a good positive buzz among the consumers.
The account also depleted 10 btls of product. We used 2 btls for the promotion.
The bottle service charge will be set at $100, compared to other brands which start out at $150.
The account will double his inventory of Jim Black for our next event.

7. What we need to improve:
A way to access the funds for these events.
We did not receive any of the promotional spends for this event. Some of these venues do not have credit card machines, so we have to pay in cash.
Better communication with the radio stations.
KGBT did a great job for the on-premise event, but the other radio station for the retail stores were a complete flop.
A more Masculine dual campaign
The para ti campaign is great on the radio and ties in really well with some of the posters, but it doesn’t translate as well in the clubs. We should also consider going for a more masculine approach along side the para ti ads. Something like “Real men drink real bourbon.” It needs to be tough, something with machismo in it.
Nobody seems to like this guy:
Some people even found this a little offensive.
Nobody wears a headdress and bangs a drum
While their friends wear sombreros.