Jim Beam Packaging Redesign Goes Live in Australia

Coca-Cola Amatil (CCA) will begin rolling out Jim Beam’s new packaging design in Australia from July 4. The news follows Jim Beam’s announcement of a global packaging redesign in March, aimed at harmonising the portfolio, as well as giving it a more premium look.

The updated bottle and exterior styling give the iconic Jim Beam bottle a bolder, more rectangular bottle structure, with more cleanly designed labels to better represent the premium bourbon inside. Other features include premium label enhancements, including 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.

Shane Richardson, Managing Director of Coca-Cola Amatil’s AlcohoI & Coffee business said the redesign represents the brand and company’s initiative to help lift the bourbon category worldwide.

“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,” Richardson said.

“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.”

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