Tuesday, January 17, 2017


Beam Suntory has announced a long-term legacy partnership between its Jim Beam bourbon brand and the 2016 World Series Champions, the Chicago Cubs.

In the history-making pairing, Beam Suntory, the world's third largest premium spirits company, will now be the official spirits partner of the Chicago Cubs and Wrigley Field.

Beam Suntory announces legacy deal with the Chicago Cubs

As part of the deal, which will also include spirits sponsorship activity with Beam Suntory’s other spirits brands including Maker's Mark bourbon, EFFEN Vodka and Hornitos Premium Tequila, Jim Beam will have long-term naming rights to the new first base club at Wrigley Field.

To reinforce the partnership with Cubs fans, Maker's Mark has launched a Chicago Cubs-themed, limited-edition bottle, which will be available in specialist retailers in Chicago. Jim Beam will also release a Chicago Cubs co-branded bottling in the spring.

Commenting on the news, Matt Shattock, Beam Suntory CEO, said: "This dynamic partnership underscores our focus on the City of Chicago, our company's new hometown, and our broader efforts to be where our consumers work and play. After a truly historic World Series, we're thrilled to be the Official Spirits Sponsor of the 2016 World Series Champions and can't wait to make history with Cubs fans for years to come."

This week’s announcement follows on from last month’s news, of Beam Suntory's relocation of its headquarters to downtown Chicago.

Posted by Steve Rush