Jim Beam Revitalises Bottle with Global Repackaging

The upgrade comes two years after Make History, the inaugural worldwide marketing push by Jim Beam for the iconic American brand.

Jim Beam has introduced a global packaging redesign, marking the first significant change to its bottle in decades. From mid-2016, the entire portfolio will sport the new look across more than 100 countries worldwide, including the marque’s largest markets—the United States, Australia, Germany, and Japan.

The revamp and exterior styling is expected to better represent the premium liquid inside, which will remain unchanged. Said upgrade comes two years after Make History, the bourbon giant’s inaugural global marketing campaign for the iconic American brand, which traces its history to 1795.

The unification and refreshed packaging contemporises the name as well as honours the company’s renowned heritage. The tweaks entail refined bottle structures, refreshed labels, real gold foil and matte finishes, unique bottle closures, and label harmonisation across the flavoured product range.

Jim Beam announces an all-new global packaging redesign.
Jim Beam announces an all-new global packaging redesign.

The collection’s exterior boasts more cleanly designed labels featuring bespoke finishes, redressed distiller portraits, and a refined ‘rosette’ logo. The portfolio also takes on a more rectangular structure with label enhancements that encompass extra-fine detailing, crafted borders, foil finishes, refined embossing and a paper matte stock.

In addition, the products showcase matte finished shrink sleeves along the closure. The rejuvenated packaging will be available on shelves in the United States by August and covers the Bourbon, Black, Apple, Honey, Kentucky Fire, Red Stag, and Devil’s Cut variants and all other expressions from the brand.

For added buzz, Jim Beam is rolling out the bottles via an advertising effort and in-store materials as an ongoing evolution of the aforementioned campaign featuring global brand partner, Mila Kunis. The exercise included a latest television spot titled A Look Inside which debuted in the United States recently.

“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. We’re thrilled that our new premium packaging even better reflects the quality and heritage that goes into every bottle around the world,” said Tim Hassett, President, Americas at Beam Suntory.