Beam has actually decided to start pumping some money towards Old Grand-Dad, Old Overholt, and Old Crow.
They are trying to reverse the tide on the "old" part of the name, and it sounds like maybe snag some of that hipster PBR love.
http://chuckcowdery.blogspot.com/2013/11/revenge-of-olds.html
They are marketing the "The Olds" with their own website, with some help from "The Onion".
http://theoldswhiskeys.com/
I can't imagine this will possibly work (you can't get hipsters by blatantly marketing towards them and even dim-witted hipsters can see what's going on here), and I have no why they'd want to drag OGD's good name through the mud by associating it garbage like Crow and Overholt (though the latter's not terrible, just underproofed. I could certainly see it having a resurgence just from the rye boom).
I hope like hell it doesn't work either, at least for OGD's sake. When Beam has a whiskey that's popular, they like to drop the proof and raise the price.