Jim Beam unveils global packaging redesign

29th February, 2016 by Melita Kiely

Jim Beam has unveiled a global packaging overhaul for its entire portfolio – the first “significant” redesign the Bourbon brand has undergone in decades.

Jim-Beam-Bottle-redesign

The new bottles designs for the Jim Beam portfolio

The new look aims to present Jim Beam in a “unified, premium” way in more than 100 markets globally. The global launch will be completed by mid-2016.

Maxxium UK will launch the first new designs in the UK next month, starting with Jim Beam Bourbon and followed by additional flavours, including Jim Beam Apple, Jim Beam Honey, Jim Beam Maple, Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.

“We are continuing to ‘make history’ in 2016 with the launch of Jim Beam’s new, unified, premium packaging that reflects the quality and heritage that goes into every bottle,” said Janice McIntosh, Maxxium UK’s marketing controller for Imported Whiskey.

“In the UK, Jim Beam is performing strongly with volume sales of the portfolio +10.2% MAT.

“The new packaging design comes at the perfect time for the brand as more consumers continue to discover Jim Beam, helping to grow the Bourbon category.

“The new packs support our customers as they take advantage of the Bourbon boom and meet shopper demand for premium, quality brands with heritage.”

Changes to the Jim Beam design include a “bolder structure” to the existing bottle design with a “clean label design”, refreshed distiller portraits and a refined “rosette” logo.

The brand’s Devil’s Cut and Rye expressions have been given a “bolder”, more rectangular bottle shape with label improvements, such as extra fine details, crafted borders, real gold foil finishes, refined embossing and matte paper stock. Furthermore, the bottles include a matte finished shrink sleeve along the closure.

Fred Noe, seventh generation master distiller and Jim Beam’s great-grandson, commented: “This represents another historic milestone in my family’s history.

“I’ve always been proud to see the faces of every Beam master distiller displayed on Jim Beam bottles across the world and these bottles feel even better in my hands when pouring this fine Bourbon.”

As part of Jim Beam’s continued Make History campaign, the new bottle designs will be supported with in-store point of sale highlighting the redesigned bottles and advertising featuring global brand partner, actress Mila Kunis.

Leave a Reply

If that's interesting, how about these?

Japan's Kyoto Distillery gives glimpse of first gin

The Kyoto Distillery, believed to be the first dedicated gin distillery in more...

Travel retail spirits sales sink 4.2% in 2015

Total spirits sales in the global travel retail channel fell 4.2% in value and more...

Hybrid Scotch-Japanese whisky range expands

Adelphi Distillery has created the third age statement expression in a range of more...

UK's RumFest returns for 10th anniversary year

RumFest, founded by global rum ambassador Ian Burrell, has announced a series more...

Żubrówka unveils 'modern' bottle design

Roust Group has created a new bottle design for its bison grass vodka brand more...

Danzka Vodka unveils new premium expression

Danish brand Danzka Vodka is set to launch its latest super-premium expression, more...

Maxxium introduces Maker's Mark 46 to the UK

Maxxium UK has extended its Bourbon offering with the launch of Maker's Mark more...

Distillery to unveil 'first' post-Prohibition Florida Bourbon

St. Augustine Distillery has announced the release date for its Florida Double more...

Amarula intros virtual reality concept

Distell-owned, South Africa-made liqueur brand Amarula has launched an more...

Beam Suntory launches 10YO Bowmore in TR

Beam Suntory Global Travel Retail (GTR) is following up its acclaimed Devil's more...

IWSR reveals key global drinks trends

From health conscious consumers to cross-category experimentation, these are more...

Top 10 whisky 'hybrids'

As the world of whisky begins to play with the prospect of serious innovation, more...

Pernod Ricard unveils The Glenlivet Space

Pernod Ricard Travel Retail Asia has launched a pop-up experiential retail more...

Confessions of a retailer: Dekanta

Makiyo Masa, Dekanta founder and director, shares her vision for developing the more...

Pernod Ricard sets sail with interactive store

Pernod Ricard Travel Retail EMEA has partnered with Harding Retail to launch more...

Douglas Laing releases Timorous Beastie 40yo

Douglas Laing & Co has expanded its Highland blended malt range Timorous more...

Masons Yorkshire Gin launches cocktail comp

Masons Yorkshire Gin has announced details of its first cocktail competition, more...

Gordon's Gin unveils new bottle design

Gordon’s gin has revamped its packaging with a "bold, distinctive and more...

Strathearn Distillery to auction first whiskies

Perthshire-based Strathearn Distillery, one of the smallest distilleries in more...

Bourbon brand for dog-lovers seeks funding

A husband and wife have launched a crowdfunding campaign to establish a new more...