The Jim Beam portfolio will have a unified, premium look in more than 100 markets around the world

Corporate and Financial News


Jim Beam®, the world’s No.1 bourbon, has undergone a transformation with all-new global packaging, marking the first time significant changes have been made to the brand in decades. As of mid-2016, the Jim Beam portfolio will have a unified, premium look in more than 100 markets around the world. Maxxium UK is rolling out the new packs from March, beginning with Jim Beam Bourbon followed by Jim Beam flavours, including Jim Beam Apple, Jim Beam Honey, Jim Beam Maple and Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut. 

This global packaging upgrade comes two years after the launch of Make History®, the first global marketing campaign for the iconic American brand, which traces its history to 1795. The updated bottle and exterior styling will better represent the premium bourbon inside, which is not changing and still follows the same Jim Beam family recipe used during the past two centuries. This redesign will contemporise the Jim Beam brand while celebrating its rich heritage at a time when American Whiskey is performing at +9.6% MAT volume in the UK. 

The new Jim Beam bottle has a bolder structure with a clean label design featuring premium finishes, refreshed distiller portraits and a refined “rosette” logo, harmonising the flavoured product range. Jim Beam Devil’s Cut and Jim Beam Rye feature a bolder, more rectangular bottle structure with premium label enhancements, including extra fine detailing, crafted borders, real gold foil finishes, refined embossing and matte paper stock. It also includes a matte finished shrink sleeve along the closure. 

Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh, says: “We are continuing to Make History in 2016 with the launch of Jim Beam’s new, unified, premium packaging that reflects the quality and heritage that goes into every bottle.

“In the UK, Jim Beam is performing strongly with volume sales of the portfolio +10.2% MAT. The new packaging design comes at the perfect time for the brand as more consumers continue to discover Jim Beam, helping to grow the bourbon category. The new packs support our customers as they take advantage of the bourbon boom and meet shopper demand for premium, quality brands with heritage.”

Seventh Generation Master Distiller and Jim Beam’s Great-Grandson, Fred Noe: “This represents another historic milestone in my family’s history. I’ve always been proud to see the faces of every Beam Master Distiller displayed on Jim Beam bottles across the world and these bottles feel even better in my hands when pouring this fine bourbon.” 

The new packaging for the Jim Beam portfolio will be available on shelves from April in the UK. This includes Jim Beam Bourbon, Jim Beam Apple, Jim Beam Honey, Jim Beam Maple, Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.

As an ongoing evolution of Jim Beam’s successful Make History campaign, the premium packaging launch is being supported with in-store point of sale showcasing the upgraded bottles and advertising featuring global brand partner, Mila Kunis.  

Additional packaging imagery and information is featured on the Jim Beam Twitter page @JimBeamUK.

Maxxium UK Ltd

Maxxium UK Ltd is part of the sales and distribution alliance between Beam Suntory and Edrington with a range of award-winning brands in our portfolio including some of the world’s best loved whiskies from around the world: The Famous Grouse, Teacher's and Cutty Sark blended Scotch whiskies; The Macallan, Laphroaig, Highland Park, Auchentoshan, Bowmore and Glen Garioch single malts; Jim Beam and Maker's Mark bourbons,  Hibiki, Yamazaki and Hakushu Japanese whiskies; Connemara and Kilbeggan Irish whiskeys; as well as Canadian Club Canadian whisky.  We have premium brands across a number of other drinks categories including Courvoisier cognac, Sourz and Midori, Brugal rum, Snow Leopard vodka, Sauza tequila and Harveys sherry and are proud to represent third-party premium drinks brands including Stolichnaya and Elit vodka, Bols liqueurs, Galliano, No.3 Gin and The Glenrothes single malt.  For further information on our brands and how to enjoy them, log on to www.maxxium.co.uk or www.mixxit.co.uk 

About Beam Suntory Inc.

As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.  

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.