Jim Beam's RTD range has a new pack design to reflect the brand's premium look and feel.
The refresh of the Jim Beam White and Black began rolling out in July and is focused on modernizing the packaging, bringing to life a sleek new visual identity.
Jim Beam's Stephanie Jericevich told Drinks Trade: “We wanted to help consumers navigate through our range more easily than ever before.
"To support this, we added sharper colour coding of the variants and differentiated the layout between our core and high ABV ranges.”
This is the first time since 2016 that the Jim Beam RTD range has been refreshed, adding to what is already a significant milestone in the history of the brand - its 225th birthday.
While the packaging has changed, the bourbon inside remains the same.
“For 225 years Jim Beam has prided itself on going above and beyond to make the world’s No.1 Bourbon, and we’re thrilled that our new packaging gives the brand a more modern, distinctive and premium look moving forward,” said Jericevich.
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