New identity for Beam Global Spirits & Wine

on 24/08/11 at 12:56 pm

Industry

Beam Global Spirits & Wine has unveiled a new logo as it prepares to part from its parent company Fortune Brands.

The new logo sees the word “Beam” written in the handwriting of James B. Beam, the distiller who gave the Kentucky bourbon its name.

“For us, having that real authenticity and that heritage and that link is really a differentiator for us and it’s a marketing kind of gold mine,” said Kevin George, Beam Global’s chief marketing officer.

Fortune Brands completes its split into two companies early in the fourth quarter. The company’s home and security business will be spun off and will trade under the symbol FBHS, while the spirits business will change its name to Beam, Inc.

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