Jim Beam 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 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 the Jim Beam flavours.
The packaging upgrade comes two years after the launch of Make History, the first global marketing campaign for the brand, which traces its history to 1795. The redesign will contemporise the Jim Beam brand while celebrating its heritage at a time when American Whiskey is performing at +9.6% MAT volume in the UK.
The new Jim Beam 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, said: “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 packaging will be available on shelves from April in the UK. The launch is being supported with in-store point of sale showcasing the upgraded bottles and advertising featuring global brand partner, Mila Kunis.
