Jim Beam whiskey has redsigned it famous 200-year-old label to commemorate a fallen Irish fireman. Replacing the legendary red seal and Jim Beam family crest on the special edition bottle is a simple red firefighter’s helmet emblazoned with “343” – recognising the predominantly Irish firefighters who died in the 9/11 terror attack on New York.
And next to the helmet, the new label reads: “Terry Farrell Firefighters Scholarship Fund,” a charity organisation set up in honour the Irish father of two who died battling to save lives in the World Trade Center attack.
Jim Beam, which has produced thousands of cases with the new labels is making a donation for every bottle sold.
The fund has already raised $200,000 – $80,000 through Jim Beam’s efforts.