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US firefighter support from Jim Beam

Published:  05 March, 2009

Jim Beam is expanding its support for a firefighters' charity in the US, set up after the 9/11 attacks of 2001.

The Bourbon brand is producing 36,000 cases featuring a special label for the Terry Farrell Firefighters Fund, named in honour of a fire chief who perished in the World Trade Center.

The production run represents a six-fold increase on a similar initiative last year and Jim Beam is rolling out initiatives around the sponsorship to 22 US states.

It will host events in local markets to support fire stations and attend major firefighter trade shows to raise awareness of the fund.

Jim Beam has raised $200,000 for the fund since it produced its first special label in 2005, and aims to raise a further $100,000 in 2009.

Kelly Doss, senior director of Bourbon and whiskeys for Beam Global, said: "We're honouring firefighters across America for their commitment to keeping our neighbours safe and rising to the call of service in times of need.

"Jim Beam is committed to the integrity and character of the Bourbon inside the bottle and champions these qualities in others."

The special labels will appear on 75cl and 1-litre packs from May.