SOURCE: iCrossing


May 30, 2013 10:35 ET

DeKuyper Launches New Website to Celebrate All of Life's Special Occasions

New Site Takes Consumers on a Visual Tour of Milestones to Celebrate With a DeKuyper Cocktail

CHICAGO, IL--(Marketwired - May 30, 2013) - DeKuyper®, the number one liqueur in the U.S., today unveiled its redesigned website, which rethinks the traditional spirit website by not focusing on the product features but instead placing life's special occasions, big and small, at the center of the experience.

The website, which features more than 300 drink recipes, contains interactive images that depict life's special occasions, such as being promoted at work, hosting the first barbecue of the summer or surviving your first yoga class. When a site visitor clicks on one of the images, the website unveils a customized cocktail to help celebrate the event (e.g., the Downward Facing Daiquiri for a yoga class triumph) as well as corresponding party tips and "eats and treats" suggestions.

"Many cocktail websites concentrate on the spirit itself, but we wanted this site to focus on the consumer," said Gary Ross, Brand Director Rum and Cordials at Beam Inc. "Our customers like to celebrate the little wins in life with a special cocktail, and with over 70 flavors to choose from, DeKuyper is able to offer hundreds of delicious options to mark every occasion."

DeKuyper tapped iCrossing, its digital agency of record, to reimagine and build the new website. In addition to redesigning the site, iCrossing improved its visibility by optimizing the content for natural search (SEO). The agency is also managing the promotion of the site, which includes social media and paid search campaigns.

"We partnered with DeKuyper to design a site that was not only engaging and fun, but also had a sense of exploration to it, where people could get creative about how to celebrate life's little milestones," said Pat Stern, Chief Creative Officer at iCrossing. "Beam understands the importance of building connected moments with consumers, and with this new website, we were able to deliver a customized and valuable experience for their customers."

The new site, which is built using responsive design to allow optimized viewing across desktop, tablet and mobile devices, also features a recipe finder that can generate cocktail options based on available ingredients and how-to videos on topics ranging from making the perfect margarita to learning how to zest a lemon.

Each special occasion and corresponding drink recipe can be easily shared through social media buttons built into the site. In addition to promoting the special occasions on the brand's Facebook page, DeKuyper will also soon be launching a Pinterest page that will encourage consumers to pin and share their own special occasions and cocktail recipes suggestions.

About Beam Inc.
As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent cases and some of the industry's fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit and

About iCrossing
iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services -- including paid search, search engine optimization, Web development, social media, mobile, research and analytics -- to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing's client base includes some of the world's most recognized brands including The Coca-Cola Company, FedEx, The LEGO Group, LG Electronics and Williams-Sonoma Inc. Headquartered in New York, the company has 900 employees in 18 offices globally. iCrossing is a unit of Hearst Corporation, one of the nation's largest diversified media companies. In addition, iCrossing owns Core Audience, a software as a service (SaaS) data management platform that powers audience-based marketing across bought, earned and owned media. For more information, please visit

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Contact Information

  • More information:
    Katie Lamkin
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    (312) 277-4487



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