Jim Beam - All New Packaging

Jim Beam® Bourbon brands have introduced an all-new global packaging redesign for the first time in decades. The company said that the new branding on the exterior “will better represent the premium liquid inside, which is not changing.” The new branding expected to roll out world-wide mid-2016 in 100 markets including the brand’s largest markets, the U.S., Australia, Germany and Japan.

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.

The Jim Beam Bourbon 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
  • Label harmonization across the flavored product range
  • Refreshed distiller portraits
  • And a refined “rosette” logo

Fred Noe, 7th Generation Master Distiller and Jim Beam’s Great-Grandson
Fred Noe Jim Beam
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“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 the world’s No. 1 Bourbon.

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