By Rebecca Harris
Jim Beam has announced a new responsible drinking campaign to be rolled out at the Bathurst 1000, a premier motor-sports event held at Mount Panorama in Bathurst, NSW, this weekend (October 11 and 12).
The ‘Where Do You Draw The Line?’ campaign will cover a range of mediums, including a free safe travel bus operating from the track to the Bathurst CBD to discourage drink driving.
“Since we launched the ‘Where Do You Draw The Line?’ campaign at Winton, we have been working to make the initiative even more relevant to consumers,” said Beam Global Spirits and Wine managing director, Phil Baldock.
“We want the messages to resonate and for people to make real changes to their drinking behaviour,” he said.