Whiskey has always been about tradition, with classic looking bottles and a certain sense of convention about how the poison in question is portrayed.
Jim Beam's new (ri)1 - pronounced rye one - changes all that. Certainly un-whiskey looking with what seems like a designer brand bottle and contemporary presentation, I've never seen such a sleek looking form of direct marketing. White acrylic boxes were sent out containing a 92 proof bottle of (ri)1, a small glass, stirrer, and mini-manual full of creative little mixes you can make with this untraditional bottle of rye. The way the stirrer is set into the semi-transparent styrofoam to look like a floating drop of (ri)1 is, simply put, utterly cool.
I know this isn't strictly advertising, nor is it Middle Eastern, but I'm sure we'll find a bottle of (ri)1 floating around a bar here at some point. As with their slogan "Mixes well, but never blends in", Jim Beam's new creation will certainly stand out.