Premium spirits company Beam has selected iCrossing, a global digital marketing agency headquartered at New York, to increase its relationships with consumers through iCrossing’s connected marketed programs like search marketing, content strategy, social and mobile.

The agency’s Chicago office will build search marketing programs for Beam’s portfolio of brands including Jim Beam Bourbon, Maker’s Mark Bourbon, Sauza Tequila and Skinnygirl Cocktails.

iCrossing uses proprietary technologies and data insights to help clients connect with consumers and thus build connected brands.

Beam digital and media senior manager Andrea Javor said what struck them most about iCrossing is its solid understanding of their business, the digital landscape and its data-driven approach to building truly connected brands.

"These insights will help us make real-time decisions to better connect and engage with our consumers and further build the performance of our brands," Javor said.

iCrossing CEO and president Don Scales said they will work with Beam to build deeper and more meaningful connections with their audiences, and drive greater performance for each Beam brand.

With 34 million 9-litre cases, Beam has reported growth in its sales to $2.8bn in 2011.

Beam’s portfolio of brands include Canadian Club Whiskey, Courvoisier Cognac, Teacher’s Scotch Whiskey, Kilbeggan Irish Whiskey, Laphroaig Scotch Whiskey, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, Whisky DYC and DeKuyper Cordials, among others.