Joined by Chris Hill, Joe Magyer, and James Early, Fool.com advisor Joe Magyer looks at Beam and some of the things the company is doing right -- as well as what it may be doing wrong.

Joe loves the brand and is excited that management is reinvesting in the business, but he's worried that Beam may be trying to push too far into premium pricing and could eventually hurt the brand as a result.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.