On september 3, Jim Beam found itself trending in social media circles for something that happened 12 years ago. The Weather Channel had posted video of the 2003 Jim Beam warehouse fire on its Facebook page that offered apocalyptic-looking, spiraling flames on a pond, with a voiceover deeming it a “ firenado .” In its post (to more than 5 million fans), the Weather Channel informed viewers that lightning struck a Beam warehouse and 800,000 gallons of the good stuff spilled into a retention pond. Weather Channel: “You have to have exactly the right conditions for something like this to happen. A...
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