By Deborah Jackson, editor National Liquor News

Jim Beam will sponsor the Prostate Cancer Foundation of Australia’s (PCFA) 2015 Big Aussie Barbie campaign, which encourages Australians to turn their barbecues into fundraising events.

Through its Give Back with Jim Beam Black initiative, Jim Beam will donate $1 for every PCFA co-branded Jim Beam Black 700ml bottle and 10-pack sold in Australia, aiming to contribute $125,000 to the cause.

Ben Andrews, marketing manager at Jim Beam says the company is excited to partner with PCFA to raise awareness of prostate cancer in Australia.

“Our intention by supporting the PCFA is to help take the Big Aussie Barbie initiative to new levels this year and encourage more men and women to be aware of the effects and incidence of prostate cancer. As well as driving awareness through our on-pack promotion, we will be supporting all PCFA events nationally and hosting our own event in September,” said Andrews.

“As a company built from seven generations of strong men, family is incredibly important to us, and as a family we want to look after one another and raise awareness for the Prostate Cancer Foundation of Australia.”

Seventh generation Jim Bean master distiller, Fred Noe, will be in Australia this September to attend PCFA’s Melbourne and Sydney events for the Big Ausse Barbie campaign.

Jim Beam will also host its own Big Aussie Barbie event in September at the Penrith Panthers Pepper Stadium.

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The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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