Beam unveils new corporate branding

MUMBAI: Beam Global Spirits & Wine, Inc. will start using a new logo upon the separation of Fortune Brands‘ businesses, which is on track for completion early in the fourth quarter.

The company has unveiled the new corporate branding as it is en route to become an independent publicly traded spirits company, to be renamed Beam Inc.

As a standalone spirits business, the company will trade on the New York Stock Exchange under the ticker symbol BEAM.

The new logo features the single word "Beam" in the signature script of fourth-generation distiller James B. Beam, whose namesake Jim Beam Bourbon is the company‘s flagship spirits brand.

The red script logo underscores the centuries of entrepreneurial spirit, and family-driven heritage behind Beam‘s portfolio of premium spirits throughout the world.

Beam president and CEO Matt Shattock said, "Our new corporate identity is simple, authentic, and memorable and is the perfect reflection of our commitment to the Beam family‘s pioneering vision established more than 216 years ago. The Beam signature will now be on every aspect of our global business, serving as a powerful and enduring endorsement of our dedication to quality, innovation and authenticity as we enter an exciting new era of growth as a leading pure-play spirits company."

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