The company, which operates as a unit of consumer brands company Fortune Brands, said that its new voluntary standards will restrict Beam Global’s marketing to print, television and radio outlets where the audience comprises at least 75% legal purchase age adults – higher than the current industry standard of 70%. Beam said that it also commits that its advertising will – on an aggregate annual basis – reach a minimum average 85% legal purchase age audience.
In addition, Beam Global has voluntarily established policies about not marketing or advertising at Spring Break events, nor will it utilize the term Spring Break in any marketing materials. Furthermore, the group plans to restrict brand images in video games, not market or sell any products in the flavored malt beverage category or advertise on outdoor locations within 500 feet of playgrounds.
The drinks maker, responsible for the Canadian Club Whisky and Courvoisier Cognac brands, said that, at present, 37 state attorneys general have signed a letter in support of its enhanced marketing policies.
The purpose of our advertising is to encourage legal purchase age adults who choose to drink to select our brands. There is no causal connection between alcohol advertising and underage drinking. Our actions announced today will help further ensure that our advertising is directed only to adult audiences, said Chris Swonger, senior vice president of corporate affairs at Beam Global. Beam Global’s new standards represent an enhanced commitment to responsible marketing practices further enabling us to meet and exceed our own longstanding standards of social responsibility.
