Whiskey brand going kiteboarding

The Jim Beam 'Xtreme Beam' International Kiteboarding Competition, organised by Conceptualise on behalf of the DGB bourbon brand Jim Beam, will take place at the Strand Kiteboarding Club, 20 - 23 December 2006, in a bid to build relationships with consumers this festive season. According to DGB marketing manager, Stuart Berry, the sponsorship is logical, seeing as Jim Beam is one of the main sponsors of the kiteboarding world tour.