The mark consists of a label with words and designs. The background of the label is white, except for two small black inserts on the top right and left hand corners with the words "JIM BEAM" in white letters. The label is framed with a stylized gold border. The wording is in white, red or black. The left panel consists of six portraits drawn in black and framed in gold lined ovals with gold banners under each portrait. On the top portion of this panel is a gold stylized banner with the words "SIX GENERATIONS OF DISTILLERS". The middle panel consists of the words "JIM BEAM" in black with a gold outline, the letter "B" in white with a red medallion with the words "BEAM FORMULA A STANDARD SINCE 1795" in white, a gold ribbon with black outline and an outdoor scene drawn in black. The letters below the "B" Medallion are red or black. Below the "B" Medallion is also a gold stylized banner with "JAMES B. BEAM" written in black stylized letters. The right panel consists of black wording over a gold-round-shaped design, the word "GENUINE" in red and the words "BEAM WHISKEY" in gold lettering with a black border. On the bottom of this panel is a barrel design drawn in black and red-colored lines framing the words "JIM BEAM BOURBON" in black.