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?

Diplomático Rum secures duty free listings

Venezuelan brand Diplomático Rum has launched in six major airports in the US more...

Bacardi-Martini assigns Patrón activation partner

Bacardi-Martini UK has appointed launch marketing agency Five by Five to more...

MoM discontinues glass closure whiskies

Master of Malt is to discontinue its line of single malt whiskies featuring more...

Alacran Tequila rolls out extra añejo offering

Independent Tequila brand Alacran Tequila has added an extra añejo expression more...

Hpnotiq liqueur partners with 2 Chainz

Hpnotiq liqueur has launched the second phase of its #SINCE2001 campaign this more...

ELLC releases second barrel-aged gin

Independent distiller East London Liquor Company (ELLC) has released just 75 more...

Beefeater unveils movie-inspired bottle

Beefeater Gin has launched a limited edition bottle to kick off its digital more...

Popcorn Sutton appoints master blender

Popcorn Sutton Distilling has named former distiller for Diageo’s George more...

Restaurant creates burger with Bourbon shot in the bun

In a bid to capitalise on the 'food porn' trend, a restaurant in Sydney has more...

New innovation opportunities for Scotch whisky

Cross-category inspiration, transparency and the growing need to capture a more...

Top 10 fastest-growing spirits brands

Relentless double-digit growth in the category meant 2015 was inarguably world more...

Kerrygold launches airport pop-up

Irish brand Kerrygold has unveiled a pop up store at Dublin Airport, allowing more...

Miller's Norwegian distillery unveils 'foraged' gin

Marcin Miller’s new distillery has launched Vidda Tørr Gin, made with more...

Top emoji cocktail recipes for World Emoji Day

Beam Suntory-owned melon liqueur Midori has created emoji-inspired cocktail more...

Karuizawa Geisha Series auctions for first time

A complete set of Karuizawa Geisha Series Japanese whisky will head to auction more...

Industry calls on government to 'serve British'

British gin brands have sponsored a leadership event held by UK ambassadors and more...

Bacardi GTR takes ‘craft’ rum focus to Sydney

Bacardi Global Travel Retail has partnered with retailer Heinemann Australia to more...

Gruppo Campari: 'There will be no bargain sales'

Bob Kunze-Concewitz, Gruppo Campari CEO, has said there will be "no bargain more...

Bruhn resigns as Smirnoff global brand director

Diageo has appointed a new global brand director for Smirnoff vodka as Matt more...

Jim Beam celebrates summer American-style

Jim Beam will be flying its American colours with a ‘Bourbon and Burger’ more...