Hundreds of independent retailers from around the country took off for ‘Beam Island’ last week – the culmination of a six-month Jim Beam trade incentive.

Hamilton Island was transformed for the three-day event, complete with a range of activities and events revolving around the brand.

Over the course of six months, key independent customers involved in the Jim Beam program worked toward achieving certain volume and visibility requirements and on meeting the targets, received two tickets to ‘Beam Island’.

From lunching with the Jim Beam Racing team to a day at Whitehaven Beach, to kicking up their heels to an acoustic set by Jimmy Barnes in a recreated Jim Beam Distillery, the trade enjoyed what was an incredible Jim Beam experience.

Jim Beam brand director, Ray Noble, said it was one of the biggest and most successful trade incentives they had staged.

“There were about 300 retailers who were part of the program and we ended up taking about 240, so most of them qualified to come along. It was great to gather so many of our key independent retailers together and reward them for their ongoing support,” Noble said.

The Shout Team

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

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