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.

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.