The new logo features the single word Beam in the signature script of distiller James Beam, whose namesake Jim Beam Bourbon is the company’s flagship spirits brand.
Matt Shattock, Beam president and CEO, said: “The Beam signature will now be on every aspect of our global business, serving as a powerful and enduring endorsement of our dedication to quality, innovation and authenticity as we enter an exciting new era of growth as a leading spirits company.”
Beam will start using the new logo upon the separation of Fortune Brands’ businesses, which is on track for completion early in the fourth quarter. The separation of Fortune Brands’ businesses remains subject to completion of detailed separation plans, customary regulatory approvals and final board approval.
Source: Beam Global Spirits & Wine
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