Jim Beam has announced a two-year partnership renewal with the AFL as the Official Dark Spirits Partner of the AFL for 2020-21.

The partnership coincides with the celebration of Jim Beam’s 225th anniversary and brings together two brands shared values of respect, integrity, and togetherness.

“In what has been a challenging year for all, we are thrilled to announce the continuation of our partnership with the AFL and are looking forward to the upcoming finals period,” said Trent Chapman, Marketing Director Beam Suntory Australia, and New Zealand.

“Watching AFL and enjoying a Jim Beam with friends is a tradition for many, and despite the turmoil this year, we want to support Australians in finding unique ways for this to continue. Be it at home, at a pub, or for the lucky ones in Brisbane, at the Gabba, we encourage footy fans to come together in shared passion and community.”

AFL General Manager – Commercial, Kylie Rogers said she was thrilled to continue the partnership and be part of the brand’s milestone year.

“The AFL and Jim Beam have a proud tradition of bringing people together and a long-standing history of innovation that ensures both brands continue to be the best they can be for everyone to enjoy,” she said.

“We’re delighted to be extending our partnership with Jim Beam as the Official Dark Spirits Partner of the AFL and look forward to working with them – their 225th birthday – to help Australians see through the remainder of 2020 with positivity and a sense of community.”

New look for Jim Beam RTDs

Jim Beam recently released a new RTD pack design (pictured main) to reflect the brand’s premium look and feel.

The refresh of the Jim Beam White and Black began rolling out in July and is focused on modernizing the packaging, bringing to life a sleek new visual identity.

Jim Beam’s Stephanie Jericevich said: “We wanted to help consumers navigate through our range more easily than ever before.

“To support this, we added sharper colour coding of the variants and differentiated the layout between our core and high ABV ranges.”