Jim Beam® Partners With Six Bold Artists to Launch the 2012 Live Music Series in Support of Military Musicians

This summer, Jim Beam® is building on its bold music legacy while continuing its ongoing commitment to our nation’s troops with the 2012 Live Music Series. The Jim Beam® Live Music Series is a string of six live concerts, each featuring one of six artists who has partnered with the world’s No. 1 bourbon to bring bold music experiences to fans across the country – Kid Rock, Daughtry, David Gray, Darius Rucker, Bush and Train. Extending the program beyond live concerts, Jim Beam is offering bold, legendary cover songs recorded by the Live Music Series artists on JimBeam.com/LiveMusicSeries*.

Together with Rolling Stone, Jim Beam is leveraging the publication’s list of The 500 Greatest Songs of All Time. Each of the six Live Music Series artists have chosen and recorded a song from Rolling Stone’s historic list and are offering it to fans exclusively on JimBeam.com/LiveMusicSeries during the promotion period. Beginning in June, specially marked bottles of Jim Beam®, Jim Beam Black®, Red Stag by Jim Beam® and Devil’s Cut® bourbons will be marked with offer details and instructions on how to download tracks from the six artists on JimBeam.com/LiveMusicSeries. Fans across the country can also join the Live Music Series experience by visiting the website to view portions of the live concerts that will be streaming online. Additional content – including exclusive artist interviews – will also be available on JimBeam.com/LiveMusicSeries.

“I’m proud to extend my relationship with Jim Beam for the second year of their Live Music Series. We’ve had a great time celebrating with fans of both music and bourbon, and I am excited to continue the party for another year,” said Kid Rock.

2012’s Live Music Series builds on Jim Beam’s tradition of groundbreaking music programs. In 2010, the world’s No. 1 bourbon launched a breakthrough consumer program for both the spirits and music industry by offering exclusive Kid Rock music downloads on specially marked boxes of Jim Beam® and Red Stag by Jim Beam® bourbons. And last year, in 2011, the company boldly expanded the Jim Beam music platform by launching the first Live Music Series, offering fans a wide array of live performances throughout the year as well as giving fans a wider selection of exclusive content. The 2012 Live Music Series furthers Jim Beam’s rich heritage in music and expands the program this year to benefit U.S. troops.

Supporting our Troops through Music

Jim Beam is continuing its commitment to the troops through a partnership with Operation Homefront, a nonprofit organization providing emergency financial and other assistance to the families of service members and Wounded Warriors. As part of the 2012 Live Music Series, the world’s No. 1 bourbon will donate more than $100,000 to the organization, a portion of which will be used to purchase musical instruments for soldiers both in the U.S. and overseas who have a passion for music. Jim Beam will present Operation Homefront with a check for $100,000 onstage at Kid Rock’s concert in Boston on June 1 – the first show in the Live Music Series. Fans across the country can join in and show their support by texting the word SALUTE to 27722 to add $5 to their phone bills as a donation to Operation Homefront(1). Jim Beam will also be contributing to the troops and military musicians by matching the number of Live Music Series downloads redeemed on JimBeam.com/LiveMusicSeries and donating those to soldiers 21 years of age or older through Operation Homefront.

“For more than five years, Jim Beam has supported the troops and the families they leave behind through Operation Homefront,” said Rob Mason, Senior Director, US Bourbon, Beam Inc. “The Live Music Series is the perfect way to build on that commitment and give back to the soldiers who have a passion for music.”

VIP Sweepstakes

In addition to the live concert experiences and exclusive content available at JimBeam.com/LiveMusicSeries, including the artists’ cover tracks from Rolling Stone’s The 500 Greatest Songs of All Time list, Jim Beam is supporting the 2012 Live Music Series with advertising, media, PR and social media. Jim Beam is also hosting trivia nights in each of the concerts’ cities and hosting a nationwide sweepstakes** for a chance to win a VIP experience at the final 2012 Live Music Series concert event.

Fans 21 years of age or older can join the Live Music Series experience by entering for a chance to win a VIP trip to the final Live Music Series concert on JimBeam.com/LiveMusicSeries. The grand prize includes backstage access; a meet-and-greet with the band; an autographed Live Music Series customized guitar and the opportunity to be the Jim Beam® Live Music Series blogger for the day.

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