Jim Beam to roll out new-look packaging in UK


Jim Beam 2016 new look

A new look for Jim Beam whiskeys is to be rolled out in the UK aiming to better represent its premium quality and make it more contemporary while celebrating its heritage.

As part of a global revamp of the brand’s packaging, the UK will see the new designs introduced from March onwards although the liquid inside will remain the same.

In the UK, it will begin with Jim Beam Bourbon followed by Jim Beam flavours, including Jim Beam Apple, Jim Beam Honey, Jim Beam Maple and Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.

The updated bottle and exterior styling have been designed to better represent the premium whiskey inside. It will have a bolder structure with a clean label design featuring premium finishes, refreshed distiller portraits and a refined “rosette” logo, harmonising the flavoured product range. It is intended to make the Jim Beam brand more contemporary while celebrating its rich heritage

Jim Beam Devil’s Cut and Jim Beam Rye will 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.

The global packaging upgrade comes two years after the launch of Make History, the first global marketing campaign for the American brand which traces its history to 1795.

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.

“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.”

In the UK, Jim Beam is performing strongly with volume sales of the portfolio up 10.2% year on year. American whiskey overall is up 9.6% in sales volume in the UK.

Fred Noe, seventh-generation master distiller and Jim Beam’s great-grandson, said: “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 an ongoing evolution of Jim Beam’s successful Make History campaign, the premium packaging launch is being supported with point-of-sale materials showcasing the upgraded bottles and advertising featuring global brand partner, Hollywood star Mila Kunis.

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