jim beam redesign whiskey

Jim Beam has unveiled new-look packaging across its range worldwide, in a global first for the American whiskey brand.

The changes - set to appear in more than 100 markets - will roll out in the UK from this month, beginning with Jim Beam Bourbon, followed by variants Apple, Honey, Maple, Red Stag, Rye and Devil’s Cut.

The new bottles have a more rectangular shape and feature labels on matte stock with finer detailing and a gold foil finish. Jim Beam’s UK distributor Maxxium said the redesign would “contemporise the brand while celebrating its rich heritage” at a time when American whiskey was booming in popularity in the UK.