AS of mid 2016, the Jim Beam portfolio will have a unified new look in more than 100 markets around the world.

The new look, the brand’s first significant change in decades, will begin with Jim Beam Bourbon.

Amongst the redesign will be a bolder structure, cleaner label design and a refined “rosette” logo  ‘harmonising the flavoured product range’

The new design and exterior styling will ‘better represent the premium bourbon inside’, however the bourbon inside will remain the same recipe the Jim Beam family have used over the past two centuries.

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
“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.”

Jim Beam, Distiller, Fred Noe
Fred Noe, Jim Beam’s Great Grandson, and seventh Generation Master Distiller

Seventh Generation Master Distiller and Jim Beam’s Great-Grandson, Fred Noe added,“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.





David Gildea

Category: News