The Jim Beam global packaging will have a new look, with the transformative redesign going live in Australia in July.
The top bourbon brand’s redesign marks the first significant changes to the Jim Beam bourbon bottle in decades, and will apply to the entire Jim Beam portfolio.
This will unify the look in more than 100 markets around the world, including the brand’s other three largest markets, the US, Germany and Japan.
“Given the global strength of the Jim Beam brand and its status as the world’s number one bourbon brand, this is a very significant initiative,” said Shane Richardson, MD of Coca-Cola Amatil’s AlcohoI & Coffee business.
“In fact, in our long and close relationship with our brand partner Beam Suntory, it’s probably the single most significant step in our shared commitment to reinvigorating the bourbon category here in Australia.
“The rebrand is part of a considerable investment in growing not only the Jim Beam family but also the bourbon category, which is the biggest spirits category and clearly of great importance to our customers.”
As part a long-term agreement with Beam Suntory, Coca-Cola Amatil is the exclusive sales and distribution agent for the Jim Beam bourbon range across Australia, and is responsible for the manufacture, sales and distribution of the ready-to-drink (RTD) range.
The updated bottle and exterior styling give the iconic Jim Beam bottle a bolder, more rectangular bottle structure, with more cleanly designed labels to better represent the premium bourbon inside, which is not changing and still follows the same Jim Beam family recipe used during the past two centuries.
Aside from the new premium bottle structures, other features include 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.
The redesigned Jim Beam White (700ml Full Bottle Spirit) will be released into Australia in July 4, with Jim Beam White Ready to Drink, Jim Beam Black, Jim Beam Honey, Jim Beam Devil’s Cut and Jim Beam Bonded following in a staged rollout across August and September.
