Kilbeggan's heritage is the key for Beam

The US-based spirits giant is eyeing emerging markets such as Brazil, India and Russia in its drive to create a global Irish whiskey brand, writes Richard Curran.

1st September, 2012
Kilbeggan is 'an easy-drinking whiskey with an extraordinary history'.

Beam Inc, the US-based spirits giant that bought Cooley Distillery last year, plans to turn its Kilbeggan product into a global Irish whiskey brand.

The company, which makes Jim Beam and other drinks, such as Canadian Club and Courvoisier, sees enormous potential in the history, story and easy drinking taste of Kilbeggan, according to senior vice-president and global chief marketing officer Kevin George.

Beam paid €73 million for the Cooley group in December 2010. George...

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