Jameson reveals fifth annual Paddy’s Day design

Ahead of St Patrick’s Day celebrations next month, Jameson Irish whiskey has unveiled its fifth annual limited edition bottle design.

Jameson Irish whiskey has unveiled the 2016 limited edition bottle design to celebrate St Patrick’s Day

The work of Dublin street artist, James Earley, the bottle marks the start of the brand’s ‘#BeOriginal’ campaign, which will launch globally in March.

This year’s bottle was inspired by the bridges crossing the River Liffey in Dublin, and reflects how structures like this represent the “soul of modern Dublin” by linking spaces, people and ideas.

Earley has incorporated key features of Irish bridges into his design, including the Grattan, Sean O’Casey and Samuel Beckett, while also depicting his love for Dublin through details such as the Atlantis and Anna Livia visual icons.

He has also used the slogan ‘Dublin, our city’, to emphasise the “welcoming atmosphere of the city”.

“Jameson’s St Patrick’s Day Celebrations have always been authentic and personal and the #BeOriginal campaign continues this long tradition,” commented Daniel Lundberg, global brand director for Jameson.

“Our limited edition bottle represents the best of what it means to be Irish – to be part of a light hearted, confident and inclusive family – an ideal enthusiastically embraced by John Jameson himself.

“We look forward to welcoming the winners of the #BeOriginal campaign to Dublin next year.”

Street artist James Earley designed the 2016 Jameson limited edition St Patrick’s Day bottle

The social media campaign is running in 12 markets right through to March and encourages fans to share their own St Patrick’s Day celebrations on Facebook, Twitter, and Instagram for the chance to win a trip to Dublin for St Patrick’s Day 2017.

Jameson’s #BeOriginal campaign will also be supported by numerous POS and promotional materials, which will be available in the on-trade, off-trade, travel retail and e-commerce.

These will include tent cards, furniture, pallet wraps, gondola ends, shelf strips and Jameson edition bar games.

The fifth limited edition St Patrick’s Day Jameson bottle design will go on sale in 38 markets from March 2016 at an RRP of €24.