The redesign, unveiled late last week, has been applied in order to “signal a more premium and mature whiskey” for Jim Beam Black, according to the brand owner. The liquid, which has been matured for seven years in white oak barrels, has also been “enhanced”, although specific details about the change were not disclosed.
“The new visual identity communicates a sense of quality and refinement, reflecting the craftsmanship and tradition that defines the Jim Beam legacy,” SGS said.
On sale nationwide in the US, the 45% ABV bourbon carries an SRP of US$24.99 per 75cl bottle.
The core iteration of Jim Beam was the subject of its own pack update just over a year ago. Earlier this month, the brand became the ‘official spirit partner’ for the US international men’s and women’s teams through an arrangement with the US Soccer Federation.
