REIMAGINING JIM BEAM: DESIGNING A ZERO-PROOF BRAND IDENTITY & ACTIVATION STRATEGY FOR GEN Z

Abstract

In this thesis, the transformation of Jim Beam, a heritage bourbon brand with over two centuries of legacy, is explored through its entry into the emerging non-alcoholic beverage market via a new sub-brand, Jim Beam Vibe. The objective is to align the brand with the evolving preferences of Generation Z, a demographic that values authenticity, health-consciousness, inclusivity, and social connection. The project seeks to establish a non-alcoholic, bourbon-inspired drink line that maintains the craftsmanship of Jim Beam while introducing a fresh, youthful identity to meet the expectations of contemporary consumers. Research was conducted through a blend of primary surveys, focus groups, and secondary competitive analysis, providing deep insights into the behavior and aspirations of Gen Z. A strategic brand identity was developed, accompanied by the creation of four mood-based flavors—Smoked Vanilla, Midnight Cherry, Citrus & Ginger, and Maple Espresso—each crafted to embody specific emotional and social experiences. This was further supported by an extensive 7Ps competitive analysis, comparing Jim Beam Vibe’s positioning to prominent non-alcoholic brands such as Heineken 0.0, Tanqueray 0.0%, and Corona Sunbrew 0.0%, identifying opportunities for differentiation based on lifestyle appeal and authenticity. Beyond product development, the thesis proposes an integrated activation strategy through the Sip The Vibe campaign, a gamified, social media-driven initiative designed to foster community engagement and brand storytelling. Central to this initiative is the Zero-Proof Mixologist game and the Vibe Creators Community platform, both intended to encourage user-generated content and participatory brand experience. Thus, Jim Beam Vibe stands as a synthesis of tradition and innovation, offering a new perspective on social drinking by emphasizing mood, creativity, and connection rather than alcohol content. Lastly, the thesis discusses the potential for further growth of non-alcoholic heritage brands and the role they can play in redefining celebratory culture for future generations.