Speaking with EVENTFAQS, Harish Moolchandani, CEO and Managing Director, Beam Global Spirits & Wine, India, discussed the change in branding and what values the company looks to communicate through its new brand image.

What will Beam Global's plans for corporate branding entail as part of its plan to go public?

Beam will start using a new logo upon the separation of Fortune Brands' businesses, which is on track for completion early in the fourth quarter of 2011 as announced by our President and CEO, Matt Shattock. As a standalone spirits business, the company expects to trade on the New York Stock Exchange under the ticker symbol BEAM. The separation of Fortune Brands' businesses remains subject to completion of detailed separation plans, customary regulatory approvals and final board approval.

What will the new logo of Beam Global be like and what are you looking to reflect through this new logo?

The new logo features the single word 'Beam' in the signature script of fourth-generation distiller James B. Beam, whose namesake Jim Beam Bourbon is the company's flagship spirits brand. The red script logo underscores the centuries of entrepreneurial spirit, quality and unique, family-driven heritage behind Beam's portfolio of leading premium spirits throughout the world.

The new corporate identity is simple, authentic, and memorable. It is the perfect reflection of our commitment to quality, innovation and authenticity as we enter a new era of growth as a leading pure-play spirits company. The Beam signature will now be on every aspect of our global business, serving as a powerful and enduring endorsement of our dedication to quality, innovation and authenticity.

As part of your corporate re-branding effort, will there be any BTL or on-ground activities that Beam Global will be taking up?

Beam in India has been undertaking several on-ground activities. Significant work is being done for all our brands in order to take them to the highest level. Having said that, it is also imperative to state that all our brands have a very independent identity of their own, all of which are integrated through the parent.

Once the new brand identity comes into effect, there will be a rolling change which will be towards October. We will have a strong integration plan to make the Beam logo equally visible alongside the portfolio, thus ensuring the brand connect for the entity.

Will there be a change in your marketing strategy as part of your new corporate branding?

Beam Inc. will be the name of the public company and is intended to unify the company identity throughout the world, serving as a powerful and enduring endorsement of our brands and their heritage dedicated to quality, innovation and authenticity. In addition to this, there is unlikely to be any further change in our present marketing strategy which is largely focused around our key brands - Teacher's, Jim Beam, Sauza, Maker's Mark and Laphroaig, among others.

What are you looking to communicate to your retail customers and other clients through your new corporate branding?

The new corporate identity is simple, authentic, and memorable and a reflection of our commitment to quality, innovation and authenticity. This further endorses our vision - Crafting the Spirits that Stir the World.