The bourbon brand's latest campaign highlights a simple cocktail: the highball Jim Beam's in-person "Beam Gardens" mimic the atmosphere of beer gardens—but serve bourbon drinks. Jim Beam January 6, 2021 While the craft beer enthusiasts are certainly going strong, Jim Beam is hoping to tap into a different segment of the population with its new campaign: drinkers who are tired of hearing about the latest brewing techniques and just want a refreshing beverage—without the bloat and extra carbs. Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth.