Bourbon brand Jim Beam announced an all-new global packaging redesign, marking the first time significant changes have been made to the Jim Beam Bourbon bottle in decades. Starting in mid-2016, the entire Jim Beam portfolio will have a new, premium look in the more than 100 markets around the world where the products are sold, including the brand’s largest markets, the US, Australia, Germany and Japan. The updated bottle and exterior styling will better represent the premium liquid inside, which is not changing.
This global packaging upgrade comes two years after the company announced Make History, the first global marketing campaign for the iconic American brand, which traces its history to 1795. The global unification and premium look of the new packaging contemporizes the Jim Beam brand while celebrating the company’s renowned heritage. Packaging upgrades include new premium bottle structures; refreshed labels with higher quality paper, real gold foil and matte finishes; unique bottle closures for the premium line; and label harmonization across the flavoured product range. The agency behind the change is Pearlfisher.
The Jim Beam Bourbon bottle now has a bolder structure with more cleanly designed labels featuring premium finishes, refreshed distiller portraits and a refined “rosette” logo. Products in the premium portfolio, which includes Jim Beam Black, now feature a bolder, more rectangular bottle structure with premium label enhancements including extra fine detailing, crafted borders, foil finishes, refined embossing and a paper matte stock. The premium bottles also include matte finished shrink sleeves along the closure.
“For seven generations and more than 220 years, Jim Beam has prided itself on going above and beyond to create the world’s finest bourbon, and we’re thrilled that our new premium packaging now even better reflects the quality and heritage that goes into every bottle around the world,” said Tim Hassett, President, Americas at Beam Suntory. “We’re continuing to make history in 2016 with one of the most ambitious and far-reaching efforts ever made for Jim Beam. We look forward to continuing to drive the unified brand presence around the world with the upgraded packaging.”
“This represents another historic milestone in my family’s history,” said Fred Noe, 7th Generation Master Distiller and Jim Beam’s Great-Grandson. “I’ve always been proud to see the faces of every Beam Master Distiller displayed on Jim Beam bottles across the world. These bottles feel even better in my hands when I pour the world’s finest bourbon.”
The upgraded packaging will be available on shelves in the United States by August across the entire Jim Beam portfolio, including Jim Beam Bourbon, Jim Beam Black, Jim Beam Apple, Jim Beam Honey, Jim Beam Kentucky Fire, Red Stag by Jim Beam, Jim Beam Devil’s Cut and all expressions from one of the world’s leading Bourbon.
To build additional excitement for its premium packaging, Jim Beam will also implement the new bottles into all new advertising and in-store materials as an ongoing evolution of its successful Make History campaign featuring global brand partner, Mila Kunis. This includes the brands newest television advertisement, called “Look Inside,” that premiered in the US earlier in 2016.