Jim Beam targets ‘bored beer fans’ with Highballs 7th January, 2021 by Owen Bellwood Bourbon brand Jim Beam has launched a new campaign that promotes its signature Highball serve as an alternative for ‘bored beer fans’. Jim Beam will host Beam Gardens pop-ups across the US The new campaign launched across the US this month and encourages drinkers to order the Jim Beam Highball when they’re looking for a ‘light and refreshing’ option instead of a beer. The Highball drink is made by mixing Jim Beam Bourbon with ice and ginger ale. The campaign first aired on 4 January with a TV spot titled Need a Break From Beer. The advert featured ‘classic beer tropes’, including a traditionally dressed German couple ordering a Bavarian-style hefeweizen, a man pushing a ‘dark, heavy brew’, and a pair of hipsters offering an India pale ale.