The Naming Challenge

In order for the new American Single Malt to flourish, the expression—the liquid, aesthetic, tone—needed cultivating. By honing the James Beam time-tested natural processes, the brand can define American Single Malt: what it should and could be. That means cultivating the expression of the James Beam homeland, the full character of Kentucky terroir. And it means cultivating the taste expression of the new single malt

After developing around 300 names, Clermont Steep was selected based on the judgment criteria. The name incorporated the reference to the Jim Beam heritage in Clermont, Kentucky and the artisanal steeping process in the single malting process. The name also delivered on the strategy of invoking the 'terroir,' which was identified as the brand opportunity to redefine the category.

The logo imagery reinforces the single grain that designates this whiskey as a single malt, with a stylistic approach that pays tribute to Jim Beam's time-honored traditions.