Jim Beam® Releases National Survey Celebrating Bold Choices and the Towns (and People) Who Make Them

DEERFIELD, Ill., Feb. 9, 2011 /PRNewswire/ -- Today Jim Beam® announced the findings of their "Boldest Towns Survey" – a cross-country quest to identify the boldest towns in America. Recognizing that the choices you make help define you, Jim Beam combed the country for the boldest trends, towns and people, and left no stone unturned in identifying those who take the most risks, do the least second-guessing and choose the boldest actions.

Whether it's with women, sports or even facial hair, the survey – commissioned by Jim Beam and conducted by Kelton Research – found that some unexpected places are accepting Jim Beam's challenge to live and choose boldly in 2011.

"From tattooing a girlfriend's name on your back, to joining the military – the bold choices we make may be difficult or unexpected but they ultimately define who we are," said Rob Mason, Director, U.S. Bourbons, Beam Global Spirits & Wine. "We're excited to announce the 25 boldest towns by celebrating the residents who choose boldly as we launch Jim Beam's new 'Bold Choices' ad campaign."

The Boldest Town in America:

Based on the survey, Spokane, WA edged out 99 other towns across the country to top the Boldest Towns list. When they're not arm-wrestling strangers (26 percent have), "Spokanites" are taking chances in various aspects of their lives: nearly half of those questioned have tattoos and more than one in three have dated a friend's ex. They're also taking chances in the workplace: 59 percent have called in sick to work when they weren't; 57 percent have left their job without another one lined up; and 39 percent have started their own business. Not to mention, nine percent took the term "bold" to another level in their office...by dating their boss!

National Findings:

By picking the brains of more than 10,000 men in the top 100 largest cities nationwide, Jim Beam discovered that guys are finding unique and sometimes unexpected ways to push the envelope. For example:

• Nearly half aren't afraid to switch careers – 46 percent of guys have quit their job without having another one lined up and 32 percent have ventured on their own and started their own business.
• Nearly 8 in 10 guys have grown a mustache – Most (50 percent) have done it just "to look good," while decidedly less (8 percent) have grown a little fuzz on their upper lip to impress a girl (whether the girls were actually impressed warrants further research).
• 1 out of every 4 guys has piercings – The real shocker is the 16 percent that have pierced something other than their ear.
• More than half play "hooky" – 55 percent of guys have called sick to work when they were perfectly healthy.
• Almost half of guys mix business with pleasure – 44 percent of guys across the country have dated a co-worker, and an ambitious seven percent have gone out with their boss.

What Makes a Town Bold?

Every town has at least a few bold people living there – but what makes a town bold versus just a few bold residents? Bold towns are where the people are decisive; where risks are something to embrace, not avoided; and where guys are celebrated for confidently going with their gut. Bold towns could be the city with the most tattoos - Kentucky is not only the country's Bourbon capital, it's also the tattoo capital (well, Paducah, KY is). Or they could be the town with the most loyal sports fans - guys in Portland, ME paint their bodies, start the wave and travel outside the city to support their favorite sports team more so than any other city in the country. Bold people can be found everywhere in America, but it's the individual towns that collectively celebrate Bold Choices that put these cities on Jim Beam's map.

Guys in the Top 25 Boldest Towns:

• Answer the call to serve – At least 40 percent in Charleston, SC (#10), Waco, TX (#5) and Pensacola, FL (#25) have joined the military.
• Are comfortable standing out – A vast majority, including a whopping 87 percent in Fort Smith, AR (#4) have sported a mustache either  for charity, as part of a joke or bet, or just because it looks good. More than 20 percent of men nationwide – and nearly 40 percent of Angelenos (#7) surveyed – have gotten inked with a tattoo.

"Bold Choices" Ad Campaign

The survey kicks off a multi-platform "Bold Choices" campaign from Jim Beam with TV, print and digital advertisements created by StrawberryFrog. This effort represents a reinvigoration of the Jim Beam brand with a year-round ad campaign. One of the new television commercials for Jim Beam features iconic American actor Willem Dafoe and examines Bold Choices and the different places one decision can take you. As Willem states in the ad, "All choices lead you somewhere. Bold Choices take you where you're supposed to be."

Through the Boldest Town survey, Jim Beam is defining and celebrating those who throw caution to the wind and have the confidence to live boldly.

"In an era of cautiousness, bold behavior can be hard to find. That's why we're raising a glass to the towns where Bold Choice is the rule, not the exception – since that's the approach the Beam family has been taking in Kentucky for 215 years," said Mason.

Throughout 2011, Jim Beam will be celebrating the Bold Choices made across America in entertainment (nationally, 34 percent of those surveyed thought Conan O'Brien was the boldest host on TV) and sports (9 percent have painted some part of their body with their team colors) and challenging fans to share their bold stories on Facebook® and Twitter®. Additionally, Jim Beam will boldly launch an innovative new bourbon that will capture the ingenuity and creativity that has defined seven generations of distillers since 1795.

To learn more, visit www.jimbeam.com or facebook.com/jimbeam.

Jim Beam is committed to social responsibility and advises legal purchase age consumers to drink smart®. Through drinksmart.com, Beam Global educates legal purchase age consumers about how to make responsible choices about alcohol.

About Beam Global Spirits & Wine

Beam Global Spirits & Wine, Inc. ("Beam Global") is one of the world's largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including eight of the world's top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,500 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials and Knob Creek® Bourbon. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Rum, Maker's 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam Global is part of Fortune Brands, Inc. (NYSE: FO), a leading consumer brands company. For more information on Beam Global, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.

Boldest Towns Survey Methodology

The Jim Beam Boldest Towns Survey was conducted by Kelton Research™ between January 3 and January 18, 2011 using an email invitation and an online survey.  The survey was conducted among 10,120 men ages 22 and over: at least 100 each in the nation's top 100 DMAs.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For each individual city, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 9.8 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.  For the entire sample of 10,120, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 1 percentage point from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. To produce the "boldest towns" index scores, point values were assigned to survey responses relating to bold qualities or actions, for a maximum average score per respondent of 35 points.  These averages in each individual market were then scaled up to 100 using a multiplier of 2.8571428 to provide a boldness score for each city.

Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol.

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SOURCE Beam Global Spirits & Wine