"I was drinking a Jim Beam with Donald Rumsfeld, talking about Iraq, " says Rock.
The spot ends with a still-young Dafoe boarding the bus and a closing shot of a Jim Beam bourbon bottle.
Ninety minutes south of the Jim Beam Distillery, Corsair Artisan Distillery is making unique spirits on a very small scale.
Another marketer, Fortune Brands, recently launched its first major national ad campaign in quite some time for its Jim Beam line of bourbon products.
Instead of the complicated deal with Fortune Brands, Diageo could simply try to buy Jack Daniels, whose sales volumes and selling price are higher than Jim Beam's in America.
To allay the concerns of competition authorities, Fortune, which makes office equipment and golf balls as well as Jim Beam bourbon, will take on Courvoisier, Sauza and Canadian Club whisky.
The only thing that might make the Brown family members sell the firm is if Diageo did take control of Jim Beam and became a mighty rival in the American spirits market.
The majority of Kentucky's 120 counties are still dry or partially dry, despite the state being home to some of the world's best-known liquor brands, such as Jim Beam and Maker's Mark bourbon.
Example: if you sign up Jim Beam to sponsor a particular section of club seats, as one exec in the crowd spoke about, the door is open to sign up Jack Daniels to sponsor another section.
Jim Beam, Fortune's biggest spirits brand (others include Maker's Mark and Old Crow), would allow Diageo to compete more effectively with Brown-Forman, the owner of Jack Daniels, in the lucrative market for bourbon, an American style of whisky.
Despite its being more expensive than standard bourbons, sales of Maker's Mark have doubled over the last four years and the distillery's production capacity of a mere 38 barrels a day is soon to be increased though not to anything approaching the 600 barrels of a mass-market brand such as Jim Beam.
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