The redesign marks the first significant changes to the Jim Beam bourbon bottle in decades and will apply to the entire Jim Beam portfolio, giving it a harmonised, premium new look in more than 100 markets around the world.
The updated design and exterior styling give the iconic Jim Beam bottle a bolder, more rectangular structure with more cleanly fashioned labels to better represent the premium bourbon inside. Label enhancements include extra fine detailing, crafted borders, foil finishes, refined embossing and a paper matte stock. The bottles also include matte finished shrink sleeves along the closure.
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 RTD range.
Coca-Cola Amatil’s AlcohoI & Coffee Managing Director Shane Richardson says the initiative is a very significant initiative given the brand’s status.
“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,” he said.
Supported by an extensive ATL campaign, tailored marketing and in-store activation, the new harmonised packaging will address consumer and shopper trends, attracting new consumers to the category and retaining existing ones.
It will commence in Australia on July 4, when Jim Beam White (700ml full bottle spirit) will be released into the market, with Jim Beam White (RTD), Black, Honey, Devil’s Cut and Bonded following in a staged rollout across August and September.
The campaign will be supported by new advertising and in-store POS materials featuring the upgraded bottles as an ongoing evolution of its successful ‘Make History’ campaign featuring global brand partner Mila Kunis.