By Andrew Starke
Jim Beam plans to cement its leading position in the North American Whiskey category (NAW) with a fully integrated strategy to reinvigorate Jim Beam Black and reposition it as the premium bourbon of choice.
The strategy will include a refresh of Jim Beam Black packaging, designed to communicate the premium quality cues of Jim Beam Black in a stylish and contemporary way.
The new packaging is set to hit shelves this month (May).
The focus of the campaign is to educate consumers and the trade about Jim Beam Black’s premium quality credentials and clearly distinguish it from the younger hero product Jim Beam White.
Featuring premium silver and black detailing with the tagline: ‘There’s no hiding the flavour”, Jim Beam Black offers consumers a new-look that is hopes will appeal to the premium bourbon drinker.
“A number of our competitors are dropping out of the premium dark spirit category by lowering their price points and ABV and repositioning themselves toward the mainstream category,” said Jim Beam brand director Ray Noble.
“As an industry leader we’ve seen this as an opportunity to step up and take control of the category and help drive growth through our premium offering.
“We understand the premium bourbon drinker is prepared to pay more for quality and appreciates the strength that comes from aged bourbon. And Jim Beam Black offers just that.”
The refresh of the Jim Beam Black packaging will be supported by a range of below-the-line developments, including on and off premise point-of-sale, ambient displays and consumer giveaways.
Above-the-line spend will include outdoor and online media, sponsorship and PR activities.