By Andy Young
Jim Beam’s global packaging redesign, the first significant changes to the bourbon’s bottle in decades, will be going live in Australia in July.
Jim Beam's new look bottles
The new design will apply to the entire Jim Beam portfolio and will give it a harmonised look in more than 100 markets around the world.
As part a long-term agreement with Beam Suntory, Coca-Cola Amatil (CCA) 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.
Shane Richardson, managing director of CCA's alcohoI and coffee business, said: “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.”
The launch will be supported by an extensive above-the-line marketing campaign, which will include in-store activations.
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 RTD, 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 redesign sees a more rectangular bottle with more cleanly designed labels including extra fine detailing, crafted borders, foil finishes and refined embossing.
The company has stressed that it is only the outside of the bottle that is changing, the liquid inside will remain the same.