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Jim Beam undergoes first global redesign

Jim Beam bourbon has undergone a transformation with all-new global packaging, marking the first time significant changes have been made to the brand in decades.

As of mid-2016, the Jim Beam portfolio will have a unified, premium look in more than 100 markets around the world. Maxxium UK is rolling out the new packs from March, beginning with Jim Beam Bourbon followed by Jim Beam flavours, including Jim Beam Apple, Jim Beam Honey, Jim Beam Maple and Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.

This global packaging upgrade comes two years after the launch of Make History, the first global marketing campaign for the iconic American brand, which traces its history to 1795. The updated bottle and exterior styling will better represent the premium bourbon inside, which is not changing.

The redesign contemporises the brand while celebrating its heritage. The new bottle has a bolder structure with a clean label design featuring premium finishes, refreshed distiller portraits and a refined ‘rosette’ logo, harmonising the flavoured product range. Jim Beam Devil’s Cut and Jim Beam Rye feature a bolder, more rectangular bottle structure with premium label enhancements, including extra fine detailing, crafted borders, real gold foil finishes, refined embossing and matte paper stock. It also includes a matte finished shrink sleeve along the closure.

Maxxium UK’s marketing controller for imported whiskey, Janice McIntosh, says: “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.

“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.”

Seventh generation master distiller and Jim Beam’s great-grandson, Fred Noe (pictured) comments: “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.”

The new packaging for the Jim Beam portfolio will be available on shelves from April in the UK. This includes Jim Beam Bourbon, Jim Beam Apple, Jim Beam Honey, Jim Beam Maple, Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.

As an ongoing evolution of Jim Beam’s successful Make History campaign, the premium packaging launch is being supported with in-store point of sale showcasing the upgraded bottles and advertising featuring global brand partner, Mila Kunis.

29 February 2016 - Felicity Murray The Drinks Report, editor