Share this page
Jim Beam Black named official bourbon of the 2018 Melbourne Cup

Jim Beam Black named official bourbon of the 2018 Melbourne Cup

Jim Beam has announced a three-year sponsorship agreement that names Jim Beam Black as the official bourbon of the Melbourne Cup Carnival.

The new partnership kicks off this year until the end of the 2020 racing season, and will be supported by sponsorship of race 6 with the Jim Beam Black Stakes, the race before the Lexus Melbourne Cup.

In addition, there will be event day signage and on ground activation, as well as the launch of a bespoke cocktail made for the Lexus Melbourne Cup, the ‘Kentucky Spritz’, which includes sparkling wine, Bols Crème De Cassis and soda.

“Jim Beam Black is honoured to partner with the Victoria Racing Club and such a prestigious event, so we want to raise a glass to all Australians who are touched by the special moments that only the Melbourne Cup Carnival can deliver," said Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand. 

"At Jim Beam we pride ourselves on award winning whiskey which is the perfect pairing for the celebration of the race that stops the nation”, 

Victoria Racing Club Chief Executive Officer Neil Wilson added: “It is with great pleasure that we welcome Jim Beam Black as the Official Bourbon partner of the Victoria Racing Club and Melbourne Cup Carnival. It is also great news that Jim Beam has chosen the Carnival as a key pillar in raising its premium bourbon focus which racegoers will be able to enjoy at venues across Flemington during Cup Week.” 

Jim Beam Black will also be activating at The Saint Hotel in St Kilda with a dedicated Jim Beam Black bar serving a serving a special Lexus Melbourne Cup inspired menu, including the ‘Kentucky spritz’. This activation will be live on November 3, 8 and 10. The Village Belle in St Kilda will also be promoting a bespoke Jim Beam Black menu including the Kentucky Spritz serve on Lexus Melbourne Cup Day. 


drinks central

Home of the drinks Association. Drinks industry trade Association specialising in service provision to its member companies and the wider Australian drinks industry.

view drinks central

drinks trade

Australia's highest circulating liquor industry magazine. Your news, your views...
Business focused editorial.

view drinks trade

Something you want to share?