The new variant was intended to recruit non-whisky drinkers into the category, particularly young, ambitious urbanites. The variant also had to reinforce J&B’s status as the unorthodox Scotch that continually redefines the meaning of whisky. As such, it was crucial to strongly differentiate it from other honey whiskies on the market. In addition, it needed to be consistent with the brand's positioning as the definitive urban whisky.

We began by exploring different ways of utilising J&B’s metropolitan heritage to subvert conventional perceptions of honey as benign and pure. Our chosen design was inspired by the idea of an urban hive and hinges on the tension between the vibrant buzz of city life and the industry of a beehive. To bring out the brand's characteristic wit, we commissioned an acclaimed illustrator to create a hand-drawn bee to replace the J&B 'B'. The label’s honeycomb background, in J&B’s signature eye-catching yellow, cues the liquid’s temptingly sweet taste, while the city skyline cutting across it counterbalances honey’s wholesome associations.

J&B Honey is released at the beginning of April 2014 therefore data assessing its success was unavailable at time of entry.