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Take a Look at Jim Beam's New Bottle
By: AdAge
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Jim Beam is changing its package design -- but Mila Kunis isn't going anywhere. The actress will remain the face of the bourbon in ads, as the bottles get a new look.

The update marks the first significant change to the bottle design in decades, according to the brand. The goal is to use the same design in the more than 100 markets where Beam is sold across the globe. Previously, different designs have been used in different regions.

"Being a truly global iconic brand, with packaging obviously being our most visible and valuable real estate, we wanted to make sure that wherever you went you saw a consistent look of Jim Beam across the family of products," said Megan Frank, VP of global marketing for the Jim Beam brand. She drew comparisons to iconic brands such as Target and Apple, which have the same look globally.

The most noticeable change is the shape of the bottles, which are more squared instead of rounded, with broader shoulders. Also, the premium Jim Beam Black variety is shorter and fatter than the old version. (It contains the same amount of liquid.) Other new design touches include the use of higher quality paper and real gold foil and matte finishes, according to the brand.

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This was originally published on AdAge. A link to the original story follows this post. www.adage.com
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