New look for bourbon giant

The announcement signals first ever global redesign

Jim Beam Bourbon has a whole new look – marking the first major change to the brand’s image in decades.
As of this month the Jim Beam range will have a “unified, premium” look in over 100 markets around the world.
The redesign will initially be rolled out on Jim Beam Bourbon, followed shortly after by the Jim Beam flavours range.
The new look bottle is said to have a bolder structure and a clean label design, with fresh distiller portraits and a refined ‘rosette’ logo.

023_Fred Noe_ New Jim Beam White
The redesigned bottles are being rolled out from this month, and will reach the UK in April

Jim Beam Devil’s Cut and Jim Beam Rye also have changes to their design, with tweaks to the label amongst the main differences.
Despite the design changes, the Jim Beam recipe – which has been used for the past two centuries – is said to be unchanged.
The packaging revamp comes two years after the launch of the brand’s first ever global marketing campaign, ‘Make History’, which celebrates the company’s heritage, dating back to 1795.
Janice McIntosh, marketing controller for imported whiskies at UK distributor Maxxium UK, 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.”
Fred Noe, seventh generation master distiller and Jim Beam’s great grandson, said the most recent changes represent “another historic milestone in my family’s history”.