Iconic bourbon brand, Jim Beam, is releasing its first full packaging redesign for its RTD cans in over a decade.

The new design and brand reposition, led by The Spice Agency in Sydney, retains many of the famous hallmarks of the brand coupled with refined design elements to create a sleek and contemporary look.

The first product to feature the new look will be the Jim Beam & Zero Sugar Cola which currently dominates the zero sugar RTD category with 64% of market share.

Ray Noble, brand Director – Bourbon says that Jim Beam’s loyal customers reminded top of mind during the new design process.

“At Beam, we know it’s important to keep up with the times. But when you have an iconic brand with millions of loyal fans across the country, decisions to change anything about the product are never taken lightly," said Noble.

"During the entire process, we’ve kept Jim Beam’s consumers top of mind when making any decisions about the new design.” 

“After reviewing our current packaging and consumer research our focus was to; lift quality cues and make the design more contemporary, increase our ownership of white and stand out on shelf for different variants, and strongly link the family architecture between our different brands. We feel the redesign really captures all three of our creative objectives.”