alPunto Advertising launches Jim Beam Bourbon to Mexican-Americans.

alPunto has developed strategic and promotional plans for launching the brand to this consumer segment. Earlier this month, the alPunto team, led by Enrique Turegano, recorded spots for a radio campaign and traveled to Chile to complete work on print and out-of-home advertising that will be used for the effort. The launch will also include in-bar events in California and Texas. According to alPunto President, Eduardo Bottger, “Beam Global Spirits & Wine is an industry leader. We are excited to be working as its partner and to have the opportunity to bring such a strong and storied brand to Mexican-American consumers”

JJ Betts, Brand Manager, Jim Beam Bourbon, stated that, “alPunto has highlighted unique insights into the Mexican-American spirit consumer, which brought depth and dimension to various segments of this consumer group, allowing us to select the most appropriate segment for Jim Beam. Furthermore, the team at alPunto has developed a very exciting creative campaign for the brand.”

The media campaign and in-bar events will launch in spring 2008 and run throughout the remainder of the year.