Jim Beam global packaging redesign to hit Australia

From July this year, the world’s No. 1 Bourbon will have a new look, with the transformative Jim Beam global packaging redesign going live in Australia.

From July this year, the world’s No. 1 Bourbon will have a new look, with the transformative Jim Beam global packaging redesign going live in Australia.

Of global significance, 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 harmonized, premium new look in more than 100 markets around the world, including the brand’s other three largest markets, the US, Germany and Japan.

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.

Said Shane Richardson, Managing Director of Coca-Cola Amatil’s AlcohoI & Coffee business, “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.

“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.”

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 4 July 2016, when Jim Beam White (700ml Full Bottle Spirit) will be released into the market, 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.

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 campaign will be supported by new advertising and in-store point of sale materials featuring the upgraded bottles, as an ongoing evolution of its successful Make History® campaign featuring global brand partner, Mila Kunis.

The packaging upgrade comes two years after the launch of Make History®, the first global marketing campaign for the iconic American brand, which traces its history to 1795. The global unification and premium look of the new packaging contemporizes the Jim Beam brand while celebrating the company’s renowned heritage.

About Coca-Cola Amatil and Beam Suntory
Under the current agreement between Beam Suntory and Coca-Cola Amatil (signed in 2015), CCA is responsible for the sales and distribution of the entire Beam Suntory spirits range in Australia and New Zealand, including the top-selling Jim Beam Bourbon, Canadian Club, Midori and Japanese whiskies Yamazaki, Hakushu and Hibiki, as well as the manufacture, sales and distribution of its ready-to-drink (RTD) spirits portfolio.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.