The Jim Beam Chopper revs its engine this week as part of "Chopper Challenge", a Country Music Television (CMT) reality series. The Jim Beam Bourbon-inspired motorcycle will be featured on the June 18 episode of Chopper Challenge, the show that partners nine celebrity motorcycle builders with participating sponsors to create a custom-made motorcycle in 30 days. Wednesday's episode features bike builder Ralph Randolph creating the Jim Beam-inspired chopper.
Randolph, a former United States Marine, is the master craftsman behind Knockout Motorcycle Co., in Mesa, Ariz. His Jim Beam-inspired chopper features the logo of Operation Homefront, a non-profit group that provides emergency services to troops and their families. The bike will tour the country before being auctioned on EBay with 100 percent of the proceeds to benefit Operation Homefront.
Jim Beam, the world's number one selling bourbon, supported Operation Homefront with a $175,000 donation and included the foundation in their current marketing campaign, "The Stuff Inside." Jim Beam turned conventional marketing on its head by linking the quality of what's inside its bottle to the positive qualities and attributes of selected individuals and organizations that personify quality and integrity.
Jim Beam invites legal purchase age consumers to "Post a Toast" to service men and women in the Operation Homefront section of TheStuffInside.com.
"By supporting real-life subjects in non-traditional ways, Jim Beam is putting the brand's timeless values into a context that makes them contemporary and relevant to today's consumer," said Rory Finlay, senior vice president and global chief marketing officer, Beam Global Spirits& Wine, Inc. "We're excited that Ralph Randolph's chopper creation will continue to raise awareness of Operation Homefront and bring further proceeds to this foundation which supports our troops and their hard-working families."
Chopper Challenge is a celebration of the master craftsmen who create the most sought after, very best in two-wheeled, rolling mechanical art. Cameras follow every move as the bike builders design and create their branded motorcycles. The series combines the allure of custom motorcycle crafting, the intensity of competition and the unpredictability and impulsiveness of reality.
The show will air on June 18 at 8:30 p.m. EST. The winner of the Chopper Challenge is selected by audience vote via text message or on the web and announced on the show's season finale on July 16. To vote for Ralph Randolph and his Jim Beam-inspired chopper please visit: www.thechopperchallenge.com.