Beam Suntory Global Travel Retail (GTR) is this month rolling out revamped packaging for bourbon Jim Beam Black. The release follows a larger global upgrade of the entire Jim Beam Bourbon portfolio, which has been on-shelf since 2016.
The Jim Beam Black bottle now has a bolder structure with more cleanly designed labels featuring premium finishes and a refined rosette logo. The bolder, more rectangular bottle structure features premium label enhancements including extra fine detailing, crafted borders, foil finishes, refined embossing and a paper matte stock. The bottle also includes matte finished shrink sleeves along the closure.
Beam Suntory GTR said the global unification and premium look of the new packaging contemporises the Jim Beam brand while “celebrating the company’s renowned heritage”.
Beam Suntory Global Marketing Director GTR Michael Cockram said: “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.”
Jim Beam Black is aged in American white oak barrels for years longer than the original Jim Beam Bourbon. The extra years of ageing is said to give the bourbon a full-bodied flavour and smooth caramel and warm oak notes.
