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Global redesign for Jim Beam as UK sales thrive

Published:  01 March, 2016

Iconic US bourbon Jim Beam is to launch a global packaging redesign later this year.

It is the first time the brand's identity has been refreshed for decades.

The overhaul includes new bottle structures across the range and refinements to the rosette logo as well as a number of finely detailed revisions to the line work, finishing and paper stock.

The redesign will give the Jim Beam portfolio a unified, premium identity across all its markets worldwide, which currently number over 100.

Maxxium UK will begin the UK roll out in March with the core Jim Beam Bourbon brand, with other ranges - including its flavoured Apple, Honey and Maple expressions and Jim Beam Rye and Jim Beam Devil's Cut - to follow later in the year.

The upgrade follows on from the brand's first global marketing campaign, Make History, launched in 2014.

American whiskey is booming in the UK, posting 9.6% growth year on year.

Jim Beam is outperforming the category, with volume sales of the portfolio up 10.2%.

Janice McIntosh, marketing controller for imported whiskey at 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.

"The new packs support our customers as they take advantage of the bourbon boom and meet shopper demand for premium, quality brands with heritage."

Fred Noe, Jim Beam's great-grandson and seventh generation master distiller, 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."

The new premium packaging will be showcased with in-store point-of-sale and advertising featuring global brand partner, Mila Kunis.