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Josh
05-13-2010, 07:26
For those of you who haven't noticed, Jim Beam Black has a new label. The type is smaller, the bottle is a slightly different shape, and the label describes it as "double aged", i.e. aged twice as long as the white label.

A pic of it can be found @ BourbonBlog (http://www.bourbonblog.com/blog/2010/04/29/jim-beam-black-new-bottle/). Any thoughts? The new label looks a bit more more upscale, but I think I prefer the older one.

ThomasH
05-13-2010, 07:51
I noticed the new bottle at the Beam booth during the sampler. I consider it more or less marketing fluff. I also definitely like the old bottle better!

Thomas

kickert
05-13-2010, 08:18
I actually really like the new bottle.. It reminds me of gin bottles, but I think it is pretty slick.

What I don't get is the whole "double aged" thing... that just sounds weird... like they are rebarreling. In all actuality they are just aging it twice as long.

harshest
05-13-2010, 09:01
Yeah I don't get the "double aged" thing either, it should say something to the effect of "aged twice as long".

Regardless I really like the new bottle, it sure sets it apart from the white label. You can tell that JBB wasn't selling and by giving it a new "upscale" look it might trick some people into thinking that it's on par with other premium products with fancy bottles.

DeanSheen
05-13-2010, 09:35
"Double Aged" that's classic manure from the marketing department.

I like the old bottle better and would have thought the bottle shape would be more closely tied to the branding. I'd say they are trying to pull another R(1) out of their hats.

Better products, less marketing please.

kickert
05-13-2010, 10:03
"Double Aged" that's classic manure from the marketing department.

I like the old bottle better and would have thought the bottle shape would be more closely tied to the branding. I'd say they are trying to pull another R(1) out of their hats.

Better products, less marketing please.
From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.

CorvallisCracker
05-13-2010, 11:18
The question is: is there going to be a Fancy New Price to go with the Fancy New Bottle?

Ultra
05-13-2010, 13:15
From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.

My thoughts exactly.

Josh
05-13-2010, 13:53
The question is: is there going to be a Fancy New Price to go with the Fancy New Bottle?

Not so far.

And I do like JBB. Good value pour.

ebo
05-13-2010, 14:32
From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.
I agree. JBB is a pretty good pour for the price, IMO.

cowdery
05-13-2010, 15:40
Apparently Beam has never been happy with Beam Black, because they have changed it many times, changing the age and proof as well as the name, label and bottle. It's also a big export product for them.

Fred Noe told me that at one time they wanted to discontinue the white label 7-year-old, which is primarily sold in Kentucky, and convert those consumers over to the black label, but it didn't work.

Ultimately I think they would like the more profitable black label to be the primary expression, but it doesn't seem to be happening.

JohnHansell
05-13-2010, 15:52
I noticed the bottle being poured at WhiskyFest Chicago a few weeks ago. I asked what the "Double Aged" meant and they explained, but I also found it to be a peculiar way to describe the whiskey.

Halifax
05-13-2010, 16:06
Humm... I guess that makes my pour of EC12 that I am enjoying at the moment triple aged. Cool. :rolleyes:

harshest
05-13-2010, 16:09
I noticed the bottle being poured at WhiskyFest Chicago a few weeks ago. I asked what the "Double Aged" meant and they explained, but I also found it to be a peculiar way to describe the whiskey.

So how did they explain it? As just being twice as old as the white label?

cowdery
05-13-2010, 17:27
So how did they explain it? As just being twice as old as the white label?

Yes, that's the deal. I talked to Fred about it at WhiskeyFest and after he made the pitch he poured me a Booker's.

bonneamie
05-13-2010, 19:13
I like the looks of the new bottle and it certainly would convince me to buy it. It's very classy and, wow, double aged in big letters. Must be really good!

shoshani
05-13-2010, 19:37
Yes, that's the deal. I talked to Fred about it at WhiskeyFest and after he made the pitch he poured me a Booker's.

I think I love him for that, right there.


My own feeling? I like the OLD old Beam Black label. You know, the one that said 90 proof. :)

DeanSheen
05-13-2010, 19:45
From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.

Marketing = bottle change, label change.

I dislike the expression and the brand. The only product I buy from them is OGD. I'll drink Knob Creek or Bookers in a bar, never buy any bottles for home use.

cowdery
05-13-2010, 22:19
Heaven help me, but I like the Beam whiskeys. Ova Haney, when he was Master Distiller at Four Roses, raised his eyebrows when I told him (a Kentuckian will seldom be more critical than that).

ErichPryde
05-13-2010, 23:06
I just saw this label today while dusty hunting. I immediately got the "double aged" meaning, and found the label to be pretty cool.

Ultra
05-13-2010, 23:10
JBB is a good solid whiskey and a good value, if somewhat under-proofed, IMHO. When faced with the choice I am more likely to grab a 101 of Turkey.

The Boozer
05-14-2010, 09:18
I'm with Ultra on this one. JBB is not cheap when compared to OGD 100, OGD 114, OWA 107 and EC12. I tend to grap those 1st and have yet to pick up JBB.

ILLfarmboy
05-14-2010, 15:55
Handsome bottle and label. Silly wording.

jburlowski
05-15-2010, 05:05
My own feeling? I like the OLD old Beam Black label. You know, the one that said 90 proof. :)

Wasn't it a seven year back back then?

ThomasH
05-15-2010, 08:15
Back in the 1980's and earlier, JBB was 90 proof and 101 months old!

Thomas

ErichPryde
05-15-2010, 11:53
Wasn't it a seven year back back then?

Yes, there was a 7 year expression as well of the black label. I saw a wall hanging mirror in a store once that advertised a 7 year old black label at 90 proof.

harshest
05-15-2010, 13:49
Wasn't it a seven year back back then?

So there is White Label 4 year, White Label 7 year and Black Label 8 year. We can't get 7 year here in MI.

Josh
05-16-2010, 06:01
So there is White Label 4 year, White Label 7 year and Black Label 8 year. We can't get 7 year here in MI.

Thanks for posting that!

We indeed can't get the 7 y/o White label, but the Distiller's Series is all over the place and it is 7 y/o, 90 proof and state minimum is $3 less than black. It's one of my favorites.

smokinjoe
05-17-2010, 19:01
I think it's a terrific redesign. Clean, strong, masculine, and very premium looking. I like Brad's description of "handsome". At first, the "double aged" thing had me a little puzzled, too. But, if "age = quality" to John Q. Consumer, then it probably is an effective way to get that message across. More precise than "extra aged", by giving it a reference. Beam is probably banking on the fact that John Q isn't going to be confused with the other possible meanings of "Double", because John Q isn't aware of them. New packaging, or not, Beam Black is a solid product in my book.

On another note, the redesign is probably a reason Beam is running a mail-in rebate promotion, currently. $7 off 1 bottle, $15 off 2 bottles.

cowdery
05-17-2010, 19:26
Their press promotion is sending a bottle of the bourbon with a Magic 8 Ball toy. The outside of the box says, "Eight Years Changes Everything."

I'll give them credit for one thing. Somebody said, "we can't go spend a bunch of money just to tell people we changed the bottle. We have to say something about the product." Hence Double Aged. It takes advantage of the fact that Jim Beam white label is one of the few four-year-olds that says so on the label. Since white is certifiably four years old and black is certifiably eight, 'double aged' works. It's also perfect because Beam is America's most self-referential whiskey maker.

Does anyone recall when they dropped the proof from 90 to 86?

Ultra
05-17-2010, 21:59
Beam is America's most self-referential whiskey maker.

I see where you are coming from but I probably would have given that award to Jack.

CorvallisCracker
05-18-2010, 09:43
Does anyone recall when they dropped the proof from 90 to 86?

Based on this post (http://www.straightbourbon.com/forums/showpost.php?p=4657&postcount=4), I'm guessing it was summer of 2001.

ErichPryde
05-18-2010, 15:45
From what I can gather, "Beam's Black label" 8 years old 90 proof was dumped in favor of Jim Beam Black 7/90 sometime in the early 90s. Then, as Scott posted, sometime in the early 2000's they went to the 8/86.

CorvallisCracker
05-18-2010, 15:52
Before that there was the "101 month" version (8.4 years), also 90 proof. I remember buying that back in the late 1980s and recommending it to friends.

cowdery
05-21-2010, 14:41
Coming soon.

New triple-aged Jim Beam Blue (12-years-old).

OscarV
05-21-2010, 14:44
Coming soon.

New triple-aged Jim Beam Blue (12-years-old).

Is this a parody answer to something I'm to lazy to search for?
"Triple-aged",... is that regular JB White held over a couple more turns?

ErichPryde
05-21-2010, 15:01
Is this a parody answer to something I'm to lazy to search for?
"Triple-aged",... is that regular JB White held over a couple more turns?

Jim Beam used to have a Kentucky Wildcats "blue" label. From what I gather it was a specialty release. That, coupled with the fact that someone actually did previously confuse Johnny Walker Blue for a Jim Beam labeling, leads me to believe that Cowdery is pulling our leg in hopes of making us all blue in the face.

Or something like that. http://www.straightbourbon.com/forums/showthread.php?t=3458

ErichPryde
05-21-2010, 15:02
Before that there was the "101 month" version (8.4 years), also 90 proof. I remember buying that back in the late 1980s and recommending it to friends.

Amusingly, I found a bottle of 101 month beam black from 1986 the same day I read this post. I popped it open and I have to agree that it is surprisingly good whiskey- a LOT less floral and more brown sugar. Closer to the deeper nose that beam once had....

CorvallisCracker
05-21-2010, 15:21
Jim Beam used to have a Kentucky Wildcats "blue" label. From what I gather it was a specialty release.

I'm guessing they did that for a lot of universities around the country. Back when I lived in Tallahassee I remember seeing bottles of the 4yo with garnet-and-gold labels (FSU colors) as well as orange-and-blue labels (some other school downstate that has a slimy ol' reptile as its mascot).

Can't remember if it was a one time thing or every year during football season.

If the latter, then maybe it's something they do only in the south, because I'm sure I haven't seen it here in OSU Beaver colors (black and orange).

whskylvr
05-21-2010, 16:27
Scott,

I believe they put the really good juice in the "orange-and-blue labels (some other school downstate that has a slimy ol' reptile as its mascot). " bottles, the stuff that didn't make the grade went up north to FSU.:lol: :bigeyes:

Dave

Sorry to go off track!! So to be triple-aged it goes in a bottle and whats not sold goes back into the barrel then bottled again you get the idea. Would it be better??

CorvallisCracker
05-21-2010, 16:35
Scott,

I believe they put the really good juice in the "orange-and-blue labels (some other school downstate that has a slimy ol' reptile as its mascot). " bottles, the stuff that didn't make the grade went up north to FSU.:lol: :bigeyes:


I knew that would get a rise outta ya. :duel:



Sorry to go off track!! So to be triple-aged it goes in a bottle and whats not sold goes back into the barrel then bottled again you get the idea. Would it be better??

Huh? :confused:


If eight years old is "double aged", that would make me...never mind...

whskylvr
05-21-2010, 16:43
Scott I am not a beam fan. I was saying if you bottle Beam White label then what does not sell they can re-barrel it, try selling it again and what is still on the shelves that didn't sell re-barrel it again -

Triple-aged would it be better??

StraightBoston
07-28-2010, 09:06
I saw a reference to this in the Knob Creek Single Barrel thread (said SB also available at Julio's, BTW) but I didn't get it until I went shopping this weekend and saw the new bottle.

As a self-avowed JBB fan, I'm not impressed. Somehow the bottle and label remind me of Irish or Canadian whiskey (and my first thought about "double aged" was that they were redoing Jacob's Well under the Black label!)

Josh
07-28-2010, 10:00
As a self-avowed JBB fan, I'm not impressed. Somehow the bottle and label remind me of Irish or Canadian whiskey (and my first thought about "double aged" was that they were redoing Jacob's Well under the Black label!)

Come to think of it, it does remind me a lot of the Black Bush bottle.