By Amelia Ball and Ian Neubauer

More than 240 independent liquor 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.

Hamilton Island was transofrmed into ‘Beam Island’
last week for an extravagant incentive for key liquor retailers

Over the course of six months, key independent liquor retailers 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 incentive programs were more important than ever in periods of economic uncertainty.

“We think it is important in these times more than ever to get support of key independent retailers,” he said. “We set a target to achieve 10 per cent growth and it was a great success.

“Jim Beam likes to get the party started and showed them a good time. It helps our credibility and buys loyalty for years to come. Dozens of participants came up to me during the trip and offered to help us meet our sale targets next year,” he said.