Jim Beam | Name Development

NameQuest Case Study

Double-Digit Growth

Business Issue

Jim Beam Brands had an opportunity in Calgary to market a superpremium double-casked, blended 10-year-old Canadian whisky.  Jim Beam Brands needed a verbal brand that would reflect Canadian authenticity.  The verbal brand would have to be attractive to consumers who would like to trade up to a superpremium whisky.

Brand Response

To achieve the objectives of differentiating and projecting Canadian authenticity, NameQuest followed the footsteps of three explorers in the Canadian Rockies.  In 1907, while traveling through rugged terrain, the party came upon a creek with tricky twists and turns which they promptly named Tangle Creek.  Continuing on, the explorers encountered a tall and majestic wall of limestone, remotely located and extremely difficult to cross.  They called it Tangle Ridge.  Via its extensive research capabilities, NameQuest’s team discovered this long forgotten exploration through the wilderness of Alberta.  The wild Canadian beauty evoked by the name Tangle Ridge was a sure fit.

Kathleen di Benedetto, director of superpremium brands at Jim Beam, reported to Beverage & Food Dynamics that Tangle Ridge, "has been growing at double-…, almost triple-digit rates."

NameQuest is the First and Most Experienced branding services company dedicated exclusively to the Science of Verbal Branding™ - Established 1984