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Jim Beam to unveil new packaging style for RTD range

Bourbon whiskey brand Jim Beam, which is manufactured by Beam is set to launch a new style of packaging for its white range of ready to drink (RTD) from October 2012.

Beam (NZ) senior brand manager Jennifer Robinson said the new ice cold imagery is set to make the product an attractive choice for loyal and potential Jim Beam drinkers, reported.

"Jim Beam is already the world’s number one bourbon with its distinctive palate and attempting to make the RTD taste better would have been difficult. So we sat around the table and decided instead to make it look as good as it tastes," Robinson said.

The revamped branding will extend across various flavors including the Beam and Cola plus Jim Beam and Dry, Jim Beam and Ginger Beer and the Jim Beam and Zero.