Beam Suntory redesigns Jim Beam Black for global market


The new Jim Beam Black look is more contemporary while still celebrating the brand’s renowned heritage

Beam Suntory GTR has announced a global packaging redesign for Jim Beam Black, which is being released this month, April 2017. This release follows a larger global upgrade of the entire Jim Beam Bourbon portfolio, which has been visible on-shelf since 2016.

The updated premium look of the new packaging is more contemporary, but still celebrates the company’s renowned heritage. Packaging upgrades include new premium bottle structures; refreshed labels with higher quality paper, real gold foil and matte finishes; unique bottle closures for the premium line; and label harmonization across the flavored product range. The bottle is more rectangular and “bold,” with more cleanly designed labels featuring premium finishes and a refined “rosette” logo. Premium label enhancements include 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.

Michael Cockram, Global Marketing Director GTR at Beam Suntory says: “Jim Beam Black is an outstanding award-winning whiskey of unparalleled character and the new global packaging redesign reflects this. As the final expression in the portfolio to be released with this global upgrade, we look forward to continuing to make history within the bourbon category with Jim Beam.”