Generating the next wave of excitement to become the world’s fastest-growing spirits company.

Business Challenge

As Jim Beam’s experience partner, Big Red Rooster collaborated on a 57,000 square-foot Innovation Center that would serve as an authentic, engaging brand experience for their B2B partners and employees.


Big Red Rooster crafted a Beam Suntory branded experience that built upon growth through innovation. Drawing inspiration from the global flavor-fusion trends that were dominating food & beverage and the breadth of the brand portfolio, we developed a rich brand story that culminated in test-and-learn environments. We used experience mapping to effectively tell the story through the brand, art and science of mixology, and the functionality of visual merchandising, ultimately creating an engaging, empowering, and fulfilling experience.

Seamless integration with multiple design partners for cohesive design and on-time execution


High engagement from visitors and customers

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