Monday, February 29, 2016


Jim Beam has announced a global packaging refresh for its core range of bourbons, marking the first time significant changes have been made to the brand in decades.

The global packaging upgrade will see a new unified and premium look for Jim Beam Bourbon and its flavoured Apple, Honey, Maple, Red Stag, Devil’s Cut and Rye variants.
Jim Beam announces first ever global packaging refresh

The packaging refresh comes two years after the launch of Jim Beam’s ‘Make History’ marketing campaign and will contemporise the brand while celebrating its rich heritage. The new Jim Beam Bourbon 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.

Commenting on the news, Janice McIntosh, Maxxium UK’s Marketing Controller for Imported Whiskey, said: “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.”

She went onto say: “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.”

The new refreshed packaging for the Jim Beam portfolio will start rolling out into retailers from April.

Posted by Steve Rush