Beam Suntory Unveils Major Revamp For Jim Beam
Steve’s breakdown: Revamps are a good time to check in with any contacts you might have at the client. Here’s the number: 847-948-8888
DEERFIELD, IL: Beam Suntory is relaunching its flagship Jim Beam Bourbon portfolio with a new global redesign, marking the first major changes to the brand in decades. The revamp, which will be implemented across all Jim Beam products on U.S. shelves by August, includes a bolder structured bottle, refreshed labels with higher-quality paper, gold foil and matte finishes, unique closures for premium extensions and label harmonization across Jim Beam’s flavored whiskies.
In a recent interview with SND, Beam Suntory Americas president Tim Hassett called the relaunch “the biggest product effort we’ve had on Jim Beam in years.” Benefiting from the Bourbon boom, Jim Beam has made solid progress lately, adding more than 2 million cases globally since 2010, according to Impact Databank. Last year the total brand portfolio was up 2% to 4.2 million cases in the U.S.