Final Jim Beam Brand Book

C R E AT I NG A
GLOBA L B R A ND IC ON
Jim Beam owns the distinguished title of being the world’s #1 bourbon. As we strive to
achieve our aspiration of becoming the world’s #1 whiskey, Jim Beam must reach even
more consumers and win a spot in their hearts and minds as a treasured brand. Jim Beam
will forge its bond with consumers by providing a meaningful brand experience that is
tangible across all touchpoints.
The goal of the Jim Beam brand book is to enable our teams and operators around the
world to execute the brand with consistency and excellence, creating a seamless global
Jim Beam brand experience. It serves as the definitive guide on how to bring our unique
Jim Beam brand identity and brand story to life.
We encourage you to use and share this content as we continue on our journey to establish
Jim Beam as a $1 billion global brand icon.
Rebecca Messina Craig Christenson David Campbell

CMO Beam Suntory VP Global Jim Beam VP Global IMC
TA BL E O F
C ONTENTS
05 Bra nd ba ck groun d
19 Bra nd A ssets An d Equi ti es
29 P ortfo lio A rc hi tecture an d Packag i n g
43 V i su a l Id enti ty
87 Res o u r ces
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Brand
Background
G LO B A L B R A N D B O O K
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BRAND BRAND ASSETS PORTFOLIO ARCHITECTURE VISUAL G LO B A L B R A N D B O O K
BACKGROUND & EQUITIES & PACKAGING IDENTITY
BR A N D
STO RY
A N A MER I CA N DYN AST Y B E GI N S THE BOU RBON L EGACY CO NTINUE S
In 1788, Jacob Beam, son of a German immigrant, arrived in the Today, seventh-generation Master Distiller, Fred Noe, carries on the tradition.
bluegrass hills of Kentucky, armed only with a copper-pot still, a
good knowledge of distilling and farming, and one heck of a work Fred is the son of the legendary Jim Beam Master Distiller, Frederick “Booker” Noe II,
ethic. Jacob settled in Kentucky in part because of its clean, iron- the man who created our celebrated Small Batch Bourbon Collection — an innovation
free, calcium-rich water. Before long, he had developed a whiskey that changed the course of the entire distilling industry.
recipe utilizing the indigenous corn. In 1795, Jacob Beam brought
his first whiskey to market. An American dynasty had begun. Fred has expanded Jim Beam to new markets and upholds the family traditions as
Master Distiller, storyteller and innovative Kentucky bourbon man.
SE V EN G ENER AT I ON S OF Fred’s son, Freddie Noe, is currently a Master Distiller in training and represents the
CRAFTS M A NS H I P eighth —generation of Beams working in the business.
For over 200 years — through the Industrial Revolution, a Civil
War, two World Wars, and Prohibition — the Beam family has
stayed true to their bourbon and to each other. The faces of the
men found on the side of our bottle label are those who guided
their family whiskey, against all odds, until it became the world’s
best-selling bourbon.
DYNAST Y BY THE N U M B E R S
Worldwide, no spirits family can claim the sustained and profound
impact upon their industry that the Beams can with bourbon
whiskey. Consider the following conservative statistics:
• 30 Distillers/Master Distillers have descended from Jacob
Beam to work in the American whiskey industry, helping to
establish a number of prominent distilleries
• 30 North American distillery enterprises in three countries
have employed Beam Distillers/Master Distillers
• 40 different brands of North American whiskey have been
influenced by the Beams
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CLERM ON T D IST ILLE RY &

AMERI CAN ST ILLH O U S E
Jim Beam knew that where his bourbon was made was just as important as how he
made it. He chose Clermont, Kentucky, for its clean, iron-free water, and climate —
all of which add rich character to the aging process.
Clermont has also been home to generations of Beam family members who have
lived right here on the distillery grounds. In fact, it was 70-year-old Jim Beam and
his family who rebuilt parts of our plant and got the distillery up and running in just
120 days after the repeal of Prohibition.
Home is still here in Clermont and our legacy lives on in every barrel. From our
27 rack houses that hold more than 600,000 barrels of our bourbon, we bottle
approximately 90 million bottles of spirits annually and ship to more than 200
countries worldwide.
In 2012 we renovated the Jim Beam American Stillhouse, making our distillery
home to visitors from all over the world who share our passion for our
legendary liquid.
And Clermont is home to you — the thousands of people dedicated to maintaining our
legacy and continuing our lead as the world’s #1 bourbon whiskey.
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BRAND BRAND ASSETS PORTFOLIO ARCHITECTURE VISUAL
O UR
AMB I T I O N
TO MAKE
AMERICA’S #1 BOURBON
THE WORLD ’S #1 WHISKEY &
A $1 BILLION GLOBAL ICON
BY RECRUITING THE NEXT
GENERATION OF
JIM BEAM DRINKER S.
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BRAND BRAND ASSETS PORTFOLIO ARCHITECTURE VISUAL
THE TRUTH IS THAT WE ALL WORK

BR A N D TOGETHER — EVERY MAN ON THE LINE,
OUR DISTRIBUTORS, OUR RETAILERS, OUR
PO IN T O F V IEW FARMERS — NO ONE PIECE IS BIGGER THAN
THE OTHER. WE ARE ALL ABSOLUTELY PART
O NE BI G FA M I LY
OF ONE BIG FAMILY, WORKING AS EQUALS.
We have a long and storied history of treating every person we meet like
family. Some say it’s the Kentucky way. For us, it’s just who we’ve always SUPPORTING EACH OTHER.
been. No matter who you are, you’re welcome. Embraced with a real hug, —FRED NOE, SEVENTH-GENERATION BEAM
invited into our real homes. No better or worse than the next guy. We
know you don’t have to look, act, think or talk the same to be family. You
just have to be open to sitting down over a drink and hearing each other
out. With honesty, respect and even love. That’s the real story behind our
family. That’s why our motto is:
COME AS A FRIEND
L E A V E A S FA M I L Y
O UR PER S O NA L I T Y
• Inclusive, embracing, welcoming
• Nonjudgmental and unpretentious
• A good listener with an open heart
• Down-home Kentucky charm, with great stories at the ready
• Comfortable in our own skin, not out to prove anything to anyone
• Inherently social and sociable
• Not a loner
O UR TONE O F VO I C E
• Relatable
• Genuine
• Warm
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O UR
C ONS UM ER
AT A G L A NC E S HA RED VA LUES
To capture the next generation of drinkers, Jim Beam must go beyond functional
perceptions and product attributes to establish a deeper, emotional connection
• Legal Drinking Age: 34 years old with our consumers. Just like in any friendship, we will win trust, admiration and
loyalty by forging a bond through common, cherished values.
• Male
• Income: Smart about his money,
wise about his spending choices
• Education: Some college
• Employment: Within total market
share, consumer more likely to be
blue-collar worker
HUMILITY
APPROACHABILITY
D EMO G R A P H I C S
Across our top markets, our guy is basically the average, mainstream good LOYALTY
guy. He’s not the hipster-millennial, early adopter, always looking to earn
the next badge. He’s been educated at school and in life, his values are solid GENUINENESS
and remarkably similar across markets: He wants to do well in life (without HONESTY
overworking himself), enjoy close relationships with his friends and family, and
make the most of every day. HARD WORK
FAMILY/TOGETHERNESS
MIN D S ET DEDICATION
He’s not a corporate-ladder climber and he doesn’t want to be told he should be.
He’s confident that by doing his best, being there for the people he cares about
and relaxing and having fun with friends, he can make every day as good as it
can be.

BRAN D V IS ION
ADVANCING AMERICA’S TRUE SPIRIT
Jim Beam champions the true spirit of
America — both in our craft of the country’s only
native spirit (bourbon), as well as the values we
share with America itself (optimism,
inclusivity, perseverance).
ARCHETYPE
THE EVERYMAN
M A R KE T BRA ND P EOP LE Humble, hard-working, “we over me,”
CATEGORY INSIGHT CONSUMER BENEFIT CULTURAL INSIGHT honest, proud of our roots.
WHISKEY RISING ONE BIG FAMILY YEARNING FOR CONNECTION
PERSONALITY
The whiskey category is Over the years we’ve perfected In a world that feels more divided,
A TRUE KENTUCKY HUG
booming — both consumer two things: how to make a anxious and lonelier than ever
interest and competitive whiskey and how to treat a before (just read any news Jim Beam is warm and welcoming,
entrants are at an all-time person. Beam is a welcoming headline), people are seeking more extending an open invitation to
high. Increased demand is bourbon that embraces you like meaningful connections with those COME AS A FRIEND, LEAVE AS FAMILY.
accompanied by greater family — no matter who you are they call family — however that
market saturation and or where you’re from. may be defined for them.
KEY VISUAL IDENTITY
fragmentation. Successful
• Iconic Rosette
brands cut through the
• Jim Beam Swing Logo
clutter with differentiated and
meaningful propositions.
• Since 1795
• White
• Jim Beam Red
COMPETITIVE DYNAMICS PRODUCT & BRAND EQUITIES TARGET
TRANSCENDING WHISKEY THE FIRST FAMILY OF BOURBON THE GUY NEXT DOOR
Our fiercest competitors aren’t Over 220 years of legacy, across 7(+) Unpretentious, easy-going, loyal
generations of Master Distillers, with
other bourbons. They are icons that and authentic, he is comfortable is
a deep belief in the importance of
surmount whiskey classifications his own skin. Guided by an internal
treating everyone like family.
and even the whiskey category compass rather than seeking
itself. Jack & Johnnie are not seen external validation, he values hard
as simply “Whiskey” or “Scotch”; BOURBON DONE RIGHT work, admires perseverance, and
they are proudly called on a first- It takes craftsmanship, dedication strives to do his best every day. He
name basis due to the unique space and a tradition of doing things the shows up for family and friends,
they’ve carved out for themselves right way (like aging for twice as and never takes the people in his
in culture. In order to compete long as the law requires) to create life for granted.
with icons, we need to set our our legendary, time-honored,
sights similarly. approachable family of bourbons.
BRAND AMBITION FROM A GLOBAL BRAND TO A GLOBAL ICON
BUSINESS AMBITION MAKE THE WORLD’S #1 BOURBON THE WORLD’S #1 WHISKEY

BRAND ASSETS
AND EQUITIES

BR A N D
DNA
The brand DNA represents the assets and equities that clearly identify who
we are and what we strive to stand for in the hearts and minds of consumers.
Rosette
Family
Legacy
Logo
Warm,
Genuine,
White, Black,
Welcoming
Jim Beam Red,
Tone
Jim Beam Gold
Identifying Palette
Beam Home
and Stillhouse

MASTER B RA ND
LO G O S & LO C KU PS
The Jim Beam logo is our brand icon. Each component of our logos and lockups
work together in very specific ways to keep our message of quality and tradition
consistent and to drive our brand equity as an American icon.
T HE ROS ETTE P REFERRED LO CKU P

Our lockup’s fundamental component is the Jim Beam Rosette. Inspired by a Primary lockups are used in all CMYK, printed materials.
premium, hand-pressed, wax seal, the Rosette was first used after Prohibition
ended in 1933 as a symbol of quality and pride.
Today the Rosette anchors our vertical preferred lockup — the lockup we most
often use on our consumer-facing communications — as a mark of our enduring
quality.
RULES FOR USE

Always produce Rosette in full-color
In emerging markets, always use the preferred vertical lockup
(exceptions may apply)

H ORIZO NTA L LO C KU P VARI AN T-SP E C IFIC

LO G O USE
EXA MP L ES OF EXCEPTIO NS FO R USING
VA RI A N T-S P ECI FI C LO G O S:
RULES FOR USE • Variant-specific t-shirts and wearables
Use the horizontal lockup only when size restrictions apply • Signage for variant-specific events
(extreme shapes) • Variant activation elements such as coasters, napkins, umbrellas
See examples of variant logo use in the VIS-ID section of the Brand Book.
PRIMA RY LO G O
The Jim Beam Masterbrand logo should be leveraged as the dominant logo across CORE FL AVOR S
all products in the portfolio, including Core, Core Plus and Mastery variants.
CORE CORE PLUS AND MASTERY
RULES FOR USE RULES FOR USE CORE PLUS MASTERY

Never remove or replace Apply all rules for Core to
“Since 1795” statement Core Plus and Mastery
Never change color of logo Use primary logo in approved
Never use a drop shadow gold or gold gradient only
(drop shadows are for bottle
labels only)
Use primary logo in all 1-color
printed materials
Use only in developed markets
NOTE: Please consult Pr%f prior to usage of variant logos (Pr%f contact information on page 87).
where awareness of Rosette is
already high

M AST E R BRA ND
LO G O & LO C KU P D ON’ TS
Do not alter distance between swing and Rosette. Do not alter swing to any color
Do not add drop shadows. Do not change descriptor font. not identified in this brand book.
Do not adjust placement of descriptor. Do not remove “Since 1795” descriptor Do not change descriptor message. Do not change color of Rosette.
from any lockup.
Do not adjust rotate Rosette. Do not increase the size and/or ratio of Do not customize logo for programs. Do not use swing with gold shadow
Rosette in any lockup. (drop shadow is featured on packaging only).

Portfolio
Architecture
And Packaging

GLOBA L P O RT FOLIO VI SI ON
The Jim Beam portfolio has 5 pillars and with a 3-tier value hierarchy. The product
pillar designates the portfolio role and executional guidelines for each variant.
CORE COR E PLUS MASTERY
FO C U S C O R E P LU S BUI LD E QUI T Y
W H I TE #1 PR IOR IT Y O N B L AC K W I T H M AST E RY
ELEVATE EQUITY,
RECRU ITMENT, EQUITY & LOYALTY PREMIUMIZE & TRADE-UP STORYTELLING &
FAMILY LEGACY
R EADY-TO - DRINK F LAVOR S
RE CRU ITM EN T & BU I L D & S CA L E

O CCASIO N F L AVOR S
PORTFOLIO ENTRY POINT & FREQUENCY &
CONVENIENCE NEW O CCASIONS

J IM BEA M B OT T LE & L ABEL BRAN D EQUI T IE S

Every bottle of Jim Beam tells our story. The history of who we are as a family and
how we’ve become the world’s #1 bourbon comes alive through our logo, label, CORE
and bottle shape.
Together these elements inspire a sense of authenticity, credibility and

confidence with our consumers.
CLOSURE
Always black, with the STRUCTURE
proud James B. Beam The squared JIM BEAM
signature shoulders of the
bottle are intended
WHITE
to make the bottle
feel more masculine PRODUCT OVERVIEW
and confident alc. 40% vol.
80 proof
Aged 4 years
Elegant, smooth, refined
TASTING NOTES
AROMA:
Oaky vanilla, spicy backdrop
FLAVOR:
Medium-bodied, mellow, hints
of caramel and vanilla
L ABEL COLOR DETAILS

LEFT SIDE: CENTER LOGO: RIGHT SIDE: 100% WHITE / NO COLOR
The seven generations Vertical lockup with Authenticity phrases
of Beam family gold drop shadow and emphasizing genuine PMS 200 C
strengthens craft and Kentucky landscape quality and market-
tradition messages specific mandatories PMS PROCESS BLACK
and legal PMS 200 C is for use as an accent color
on POS and peripherals, never as a main
NOTE: Gold drop shadow lockup and all heritage images shown are for bottle label use only – images color for packaging.
should never be utilized for any other materials.

CORE
JIM BEAM JIM BEAM JIM BEAM RED STAG

HONEY APPLE VANILLA BY JIM BEAM
PRODUCT OVERVIEW PRODUCT OVERVIEW PRODUCT OVERVIEW PRODUCT OVERVIEW
alc. 35% vol. alc. 35% vol. alc. 35% vol. US: alc. 35% vol. 70 proof
70 proof 70 proof 70 proof INT: alc. 40% vol. 80 proof
Real honey liqueur infused with Refreshing apple liqueur infused Madagascar vanilla liqueur Black cherry liqueur infused with
Jim Beam Kentucky Straight with Jim Beam Kentucky Straight infused with Jim Beam Kentucky Jim Beam Kentucky Straight
Bourbon Whiskey to produce a Bourbon Whiskey for a flavor with Straight Bourbon Whiskey Bourbon Whiskey
sophisticated, deep, rich flavor a light, juicy twist
TASTING NOTES TASTING NOTES TASTING NOTES TASTING NOTES

AROMA: AROMA: AROMA: AROMA:
Sweet, woody notes with a subtle Fresh, crisp, green apple Vanilla balanced with a slight Black cherry with vanilla and
hint of vanilla touch of bourbon light oak
FLAVOR: FLAVOR: FLAVOR: FLAVOR:

Sweet floral notes of honey marry Juicy, fresh, green apple with subtle Vanilla balanced with subtle Balance of vanilla, oak, caramel,
into the bold bourbon oak undertones oak undertones and black cherry notes
COLOR DETAILS COLOR DETAILS COLOR DETAILS COLOR DETAILS

PMS 108 C PMS 802 C PMS 7506 C PMS 200 C
PMS 539 C PMS PROCESS BLACK PMS 2334 C 100% WHITE / NO COLOR
PMS 108 C is for use as an accent color PMS 802 C is for use as an accent color PMS 7506 C is for use as an accent color PMS 200 C is for use as an accent color
on POS and peripherals, never as a main on POS and peripherals, never as a main on POS and peripherals, never as a main on POS and peripherals, never as a main
color for packaging. color for packaging. color for packaging. color for packaging.

CO RE M AST E RY
PLU S
JIM BEAM JIM BEAM JIM BEAM JIM BEAM

DOUBLE OAK BLACK SINGLE BARREL DISTILLER’S
PRODUCT OVERVIEW PRODUCT OVERVIEW MASTERPIECE
alc. 43% vol. 86 proof alc. 43% vol. 86 proof
PRODUCT OVERVIEW PRODUCT OVERVIEW
Like all of our bourbon, Jim An extra-aged bourbon that alc. 47.5% vol. 95 proof alc. 50% vol. 100 proof
Beam Double Oak is crafted spends more time in charred
in charred oak. Its rich flavor white oak barrels giving it a Our Master Distiller carefully selects The best of the best. This is the
comes from being aged a smoother, full-bodied flavor each barrel by hand — less than one rarest and highest quality bourbon
second time in a different barrel percent are chosen for Jim Beam created by seventh-generation
Single Barrel — to ensure the highest Master Distiller, Fred Noe, and
quality. No two barrels are the same. inspired by his dad’s original
TASTING NOTES TASTING NOTES Each is individually bottled, labeled “masterpiece”
AROMA: AROMA: and hand-numbered
Rich notes of caramel and A deep nose with a mix of
vanilla with hints of caramel, oak, cinnamon TASTING NOTES TASTING NOTES
toasted wood and vanilla AROMA: AROMA:
FLAVOR: FLAVOR: Rich, oaky vanilla with Pleasant fruit influence, combined
Intense caramel and toffee Full-bodied, heavier light spiciness with oaky vanilla notes
flavors with a distinctive caramel, well-balanced, rich, FLAVOR: FLAVOR:
spiced oakiness and flavorful Well-balanced attributes of oak, Smooth, rich mix of Pedro Ximénez
vanilla and caramel sherry and bourbon flavors
COLOR DETAILS COLOR DETAILS COLOR DETAILS COLOR DETAILS
PMS 465 C (GRADIENT 48-100%) PMS 465 C (GRADIENT 48-100%) PMS 465 C (GRADIENT 48-100%) PMS 465 C (GRADIENT 48-100%)
PMS 539 C PMS PROCESS BLACK PMS 2334 C PMS PROCESS BLACK
PMS 465 C is for use as an accent color PMS 465 C is for use as an accent color PMS 465 C is for use as an accent color PMS 465 C is for use as an accent color
on POS and peripherals, never as a main on POS and peripherals, never as a main on POS and peripherals, never as a main on POS and peripherals, never as a main
color for packaging. color for packaging. color for packaging. color for packaging.
L IMIT E D -T IME OF F ER S
SPORTS PART NER S HIPS
KE Y PA RTNER S H I PS
Large-scale brand partner lockups will be provided by the Global Brand Team.
Special-edition Jim Beam White packaging secures and grows important

brand partnerships.
BOTTLE HIGHLIGHTS
“Official Bourbon of Partner”
message on Cap Strip
and Label CARTON HIGHLIGHTS
Bottle Cap and Label Sections Rosette and Team Logo
adopt partner’s primary color prominently wrap around
carton
Label Center features partner

stadium/city illustration
and logo
Special-Edition Year
Special-Edition Year
Label Sides feature partner
logo, custom copy
“Official Bourbon of
Partner” message
NOTE: All uses of third-party assets must adhere to the Terms of Agreement, including but not
limited to, territory limitations.
L IMIT E D -T IME OF F ER S CUSTOMI Z A BL E G I F T CARTO N
C U STO M I Z ED
C OM M UNI CAT ION 2
5
CUSTOMIZ A B LE L AB E L
6
3
1
1
5 4
2
3
BOTTLE HIGHLIGHTS
1. “Occasion/Greeting” message on Strip Stamp
2. Label Center features custom “Occasion/Greeting”
CARTON HIGHLIGHTS
3. Limited-Edition Year
1 & 2. Custom “Occasion/Greeting” message and Limited-Edition Year
4. Right Sided feature “Occasion/Greeting” message
3. Custom “To & From” message
5. Legacy panel content can never change or be customized
4. Signature area
5 & 6. “To & Occasion/Greeting” message

Visual
Identity

VIS UA L I DENT IT Y
OV ERV IEW
The new Jim Beam Visual Identity (VIS-ID) system brings a fresh and modern
approach to our key visual assets, showcasing our most recognizable elements
to serve as an important visual shorthand for our brand.
This will:
• Increase the stopping power of our Rosette by making it the hero
• Arrange our assets in a way that feels modern and easy to navigate
• Improve visibility and help increase recognition among consumers
• Use photography as a storytelling device
FIVE KEY COMPONENTS:

1. THE ROSETTE
2. FONTS
3. BRAND LOGO
4. PHOTOGRAPHY
5. GENUINE AUTHENTICITY PHRASE
(ONLY USED AT 20% OPACITY AS A BACKGROUND ELEMENT)

V IS- I D RUL ES
G U I DA N CE E XAMPLE
MASTER SINGLE
WHITE FLAVOR BLACK
BRAND BARREL When cropping the Rosette “Jim
Beam Since 1795” should always
* be visible
BRAND *
LOGO **
Use Genuine Quality Statement
behind isolated bottle shots
only at 20% opacity
ICONIC
ROSETTE
When using lifestyle photography
without a prominent bottle, always
include the Jim Beam primary
LAYOUTS REFLECT PREMIUM
CUES OF OUR CORE PLUS logo in the layout
QUALITY AND MASTERY PRODUCTS
STATEMENT SO QUALITY STATEMENT
IS OMITTED TO NOT ADD
UNNECESSARY CLUTTER
When working in a vertical layout
ADDITIONAL with space constraints, overlay
DISTINCTIVE the Jim Beam primary logo on the
ASSETS photo: 85% opacity for Jim Beam
Optional usage White; 100% gold gradient opacity
in certain for Jim Beam Black
applications
When branding is present in

mature market uses, do not include
*The brand logo can only be used in gold/gold gradient for Core Plus and Mastery.
Jim Beam primary logo
**When utilizing Jim Beam Black lifestyle photography: (exception: emerging and dark markets must
include logo for extra brand equity)
DO use a Jim Beam Black variant logo when photography does not feature the bottle
prominently
DO NOT use a Jim Beam Black variant logo when photography prominently features a
bottle Only use headlines (no subheads)
in out-of-home applications

M AST E R
VIS UA L
J I M BEA M WH IT E / M AST E R B R AN D JI M BEA M WHI TE / MASTE R BR AND
Product and Drink Image Lifestyle
The Jim Beam Masterbrand logo is not featured in product/bottle photography layouts since it is
present on the bottle.

M AST E R
VIS UA L
J I M BEA M BL AC K JI M BEA M BL ACK
Product and Drink Image Lifestyle
The Jim Beam Black logo is not featured in these layouts since it is present in the bottle photography.

M AST E R M ASTER
VIS UA L VI SUAL
J I M BEA M F L AVOR S JI M BEA M DRI N K ST R ATE GY
Product and Drink Image Highball - Product and Drink Image

M AST E R EMERGI N G &

VIS UA L DARK MARK E TS
EMERG I N G MA RKET
CO RE FA MILY
For emerging markets (low share of whiskey category and/or limited brand
Product awareness) it’s important to ensure maximum branding:
Only use product focused visuals (bottle shot (drink shot optional) or
product lifestyle)
Must include Jim Beam Masterbrand logo
Must include Rosette
DA RK MA RKET
For markets with heavy restrictions on the promotion of alcohol, apply the below
layout principles in priority order (based on your market’s specific restrictions):
Product and branding: Must include the bottle shot (with or without glass) &
Jim Beam Masterbrand logo and the Rosette
Lifestyle image (no drinking/alcohol shown) and branding: Must include the
Jim Beam Masterbrand logo and the Rosette
Branding only: Must include the Jim Beam Masterbrand logo and the Rosette

E XE CU T I O N
J IM BEA M W HIT E
O FF-PR EM I S E A BOV E THE L I N E

E XE CU T I O N
J IM BEA M W HIT E
O N-P RE MIS E L AYOU T FO C U SE D ON -P REMI S E LO G O FO CUSE D

E XE CU T I O N
J IM BEA M B L AC K
.
.
When utilizing Jim Beam Black

lifestyle photography:
DO use a Jim Beam Black

variant logo when photography .
does not feature the bottle

prominently
DO NOT use a Jim Beam Black
variant logo when photography
prominently features a bottle

E XE CU T I O N
J IM BEA M B L AC K

E XE CU T I O N
J IM BEA M FA MILY

E XE CU T I O N
J IM BEA M F L AVO R

EXE CU T I ON J IM B EA M
HIG H BAL L D R INK ST RATEGY

EXE CU T I ON J IM B EA M
HIG H BAL L D R INK ST RATEGY

M AST E R BRA ND
PH OTO GR A PHY A PPROACH
Jim Beam photography tells our brand story and should reflect the shared
values of our brand and our consumer.
• Always tell a story; Jim Beam lifestyle and product should be the
integral part of the story
• Set a mood, don’t overpower
CO RE AMBASSADOR
P H OTO G R A P H Y GU I DE
The roles of Core Tier photography are to help recruit new consumers, drive
recognition of Masterbrand assets and showcase occasions for Jim Beam Flavors.
Images should communicate:
• Social gathering
• Good friends and family
• Come as you are
• Be yourself
TIME OF DAY/LIGHTING
• Daytime to early afternoon shots that are light and bright
PRODUCT
ROLE OF LIFEST YLE
• Set a mood. Be relatable. Let consumers see themselves
LIFEST YLE SITUATION/O CCASION

• Casual get-togethers
• Barbecues/sporting events/playing games
• Hanging out in a group
LO CATION
• Approachable
• Everyday pubs/sports bars (not mixology bars)
• Casual home environments or outdoors
LIFESTYLE

C O RE PLUS
The roles of Core Plus Tier photography are to help drive brand trade-up and
attract consumers entering an “explore” phase.
Images should communicate:
• Elevated evenings
• A few close friends
• Intimate moments/quality time
AMBASSADOR
• Early evening to nighttime shots that are darker and have subdued lighting
— warm, but not too “moody”
ROLE OF LIFEST YLE

• Set a mood. Be relatable. Let consumers see themselves

• Smaller, more intimate, intentional groups
• Close friends
• Guys’ night, happy hour, golf, couples/double dates
• Hanging out with a few friends
LO CATION
PRODUCT
• Elevated and special
• Higher-end, but still approachable, bars
• Aspirational home environments
• Manicured outdoor environments
• Comfortable environments with a level of polish
LIFESTYLE
P G 74 CONFIDENTIAL - DO NOT DISTRIBUTE PG 75

MASTERY
The role of Mastery Tier photography is to elevate brand equity. Mastery
brands are the most high-end and aspirational of the Jim Beam tiers. Images
should communicate:
• Confidence
• Premium
• Night shots that have warm, more subdued lighting to bring out the
richness of the shoot location
ROLE OF LIFEST YLE

• Mastery brands do not feature people, just product

• Not applicable PRODUCT
LO CATION
• Polished and aspirational
• High-end homes/locations/mixology bars
• Warm, welcoming vibe

BR A N D ENV IRONMENTS DESI GN APP ROAC H

Jim Beam brand environments combine the warm welcoming charm of Kentucky VI S- I D
with a fresh and inspiring design style. Our environments are made to facilitate
conversation, camaraderie, togetherness and an intimacy with our brand. Utilize Jim Beam logo and distinctive assets to create an iconic, ownable
Visitors to our environments will feel like they belong as they COME AS A environment. The ratio of red elements to black should be 50/50 in both
FRIEND LEAVE AS FAMILY. GTR and on-premise environments.
CO NSID ER ATI O N S :
• Casual, clean and comfortable — not luxury but authentic modernity
• Textured, warm, organic, modern Kentucky
• Communal seating and gathering spaces to facilitate togetherness
• Games/engagement opportunities to encourage camaraderie
LO OK/F EEL D I R E CT I ON :
• Premium and approachable — real materials (woods/metals) are preferred P R I M ARY M ATE R I AL S
to maintain authenticity
• In markets where real materials are cost prohibitive, VIS-ID materials can be
employed to achieve the brand’s authenticity and premium nature
• Our heritage story should be told through the VIS-ID framework; Kentucky
heritage cues (barrels, rocking chairs, etc.) accent the VIS-ID, not overpower
• Every material is purposefully selected to turn the Jim Beam brand
character into a sensory experience — touchable, visible, and memorable
for guests DARK WOODS
Walls, flooring, tables — wood should vary in darker stains with a natural matte finish. Real
woods are necessary to achieve brand authenticity. If cost prohibits from using real wood as
the primary material, rely heavily on accents of dark wood.
VIS-ID
BRAND WHITE COLOR

AUTHE
INTERIORS White balances the dark wood and brings a clean, modern feel to the brand environments.
AGE
There are a variety of white textures that can be used for different surfaces depending on the
RIT
NT
application and space.

HE
IC
TY
I
S E C O NDARY M ATE R I ALS

Secondary materials vary by application and execution. Examples of
secondary materials are on pages 80 and 82.

GT R S PACES GT R
MATER I AL EXEC U T IO N DESI GN APP ROAC H
M ATERIA L EXECU T I ON P R I M ARY M ATE R I AL S - DAR K WO OD
55% WHITE
White is the dominant color, contrasting with natural woods to help
draw the eye. White should provide focal points in bottle display and WOOD PLANKS UNIQUE WOOD TEXTURES
Use on wall panels and floors. Use on accent walls and bar fronts.
provide a canvas for VIS-ID.
P R I M ARY M ATE R I AL S - W HI T E
35% WOOD
Reminiscent of the bourbon barrel and refined rackhouse wood, but
more premium and modern.
10% COPPER
Supplement primary White and Wood with copper accents to add WHITE PAINTED DISPLAYS WHITE ACRYLIC
texture and contrast. Use for GTR displays or tasting bars to Use frosted acrylic for light boxes or
achieve a modern and upscale look/feel. shelving to allow light to come through and
illuminate the bottles.
DIMENSIONAL WALL TILE

Use behind bottles to add texture to a
display; this pattern emulates the shape of
barrel staves.
COPPER
Use for counter tops. Use as an option for
light fixtures and shelving.

O N- PR EM IS E S PAC ES ON - PREMI SE
M AT E R I A L EXEC U T IO N DESI GN APP ROAC H
M ATERIA L EXECU T I ON P R I M ARY M ATE R I AL S - DAR K WO OD
55% DARK WOOD

Authentic, natural dark woods and barrel stave walls create a warm
and inviting atmosphere. WOOD PLANKS UNIQUE WOOD TEXTURES
Use on wall panels and floors. Use on accent walls and bar fronts.
35% WHITE
Jim Beam white provides the perfect contrast to the woods and
P R I M ARY M ATE R I AL S - W HI T E
metals, allowing the VIS-ID branding to stand out in the environment.
10% COPPER & BLACK METAL

Distribute accent materials around the bar to elevate the modern
design. Use copper bar tops to warm bar spaces. Bring in additional
textures such as black metal to tie together the brand look and feel. WHITE PAINTED BRICK LIGHT CONCRETE
Use behind bar to create an eye-catching Use as floor material if wood is not an
canvas for VIS-ID. If bar has existing brick, option. Use for table tops to create contrast
paint it white. when floor is wood.
WHITE CANVAS
Use large canvas panels to print VIS-ID on.
COPPER BLACK METAL

Use for counter tops. Use as an option for Use for furniture, light fixtures and bar rails
light fixtures and shelving. to create a clean, upscale finish.

BR A N D
E N VI R O N M ENTS
D O N ’ TS CON SI DE R AT I ON S
Do not attempt to achieve “real wood look” Do not use corrugated materials. Do not deviate from list of Do not use rocking chairs as primary
by using vinyl wraps or clings. primary and secondary materials. materials. Rocking chairs should be used as
accent pieces and for photo opportunities.
Do not recreate Jim Beam Do not recreate the look of a Do not enlarge key visuials and apply to Do not use barrels as primary materials.
American Stillhouse replicas. Kentucky rackhouse as they are brand walls or windows — this should be reserved Barrels should be used as accent pieces
agnostic and not ownable. for POS materials such as posters. and for photo opportunities.

Resources

TO O L S A ND RES OU RCES CON TACTS

AVAI L A B LE
TIANA CONLEY
Senior Brand Manager, Jim Beam - Global Marketing
Direct: +1 312 871 4997
Email: Tiana.Conley@BeamSuntory.com
connect.beamsuntory.com
EMILY WHITTET
Manager - Global IMC
Direct: +1 312 586 3924
Email: Emily.Whittet@BeamSuntory.com
images.beamgdal.beamsuntory.com
TIM DEXTER
Account Director - Proof Global
Direct: +44 (0) 7980 308 145
FON T L I C E NS ING Email: Tim.Dexter@BeamSuntory.com
Everyone who works with the Jim Beam Masterbrand assets must have access
to the typefaces which require a license per user. Proof of proper license may
be requested at any time.
Lutz
AMERICANA
FOUNDERS GROTESK TEXT

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C R E AT I NG A

Rebecca Messina Craig Christenson David Campbell

19 Bra nd A ssets An d Equi ti es

29 P ortfo lio A rc hi tecture an d Packag i n g

CONFIDENTIAL - DO NOT DISTRIBUTE

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CLERM ON T D IST ILLE RY &

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THE TRUTH IS THAT WE ALL WORK

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BRAND AMBITION FROM A GLOBAL BRAND TO A GLOBAL ICON

BUSINESS AMBITION MAKE THE WORLD’S #1 BOURBON THE WORLD’S #1 WHISKEY

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T HE ROS ETTE P REFERRED LO CKU P

RULES FOR USE

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H ORIZO NTA L LO C KU P VARI AN T-SP E C IFIC

CORE CORE PLUS AND MASTERY

RULES FOR USE RULES FOR USE CORE PLUS MASTERY

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CORE COR E PLUS MASTERY

R EADY-TO - DRINK F LAVOR S

RE CRU ITM EN T & BU I L D & S CA L E

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J IM BEA M B OT T LE & L ABEL BRAN D EQUI T IE S

Together these elements inspire a sense of authenticity, credibility and

L ABEL COLOR DETAILS

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JIM BEAM JIM BEAM JIM BEAM RED STAG

TASTING NOTES TASTING NOTES TASTING NOTES TASTING NOTES

FLAVOR: FLAVOR: FLAVOR: FLAVOR:

COLOR DETAILS COLOR DETAILS COLOR DETAILS COLOR DETAILS

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JIM BEAM JIM BEAM JIM BEAM JIM BEAM

Special-edition Jim Beam White packaging secures and grows important

Label Center features partner

L IMIT E D -T IME OF F ER S CUSTOMI Z A BL E G I F T CARTO N

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FIVE KEY COMPONENTS:

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When branding is present in

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M AST E R EMERGI N G &

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When utilizing Jim Beam Black

DO use a Jim Beam Black

does not feature the bottle

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