Knappogue Castle ‘overhauls’ brand design

27th June, 2016 by Kristiane Sherry

Castle Brands-owned Irish whiskey Knappogue Castle has rolled out a new pack and label design as it seeks to further capitalise on category growth.

Knappogue Castle has unveiled a "complete overhaul" of its brand presentation

Knappogue Castle has unveiled a “complete overhaul” of its brand presentation

The age statement-bearing single malt Irish whiskey range has undergone a “complete overhaul” is now presented in a sleeker bottle, carrying new vibrant turquoise label with gold accents.

Described as a “natural evolution” for the brand, the new look was designed by Breeze Creative, based in Glasgow.

“Our whiskey has always been of exceptional quality. However, we needed a more contemporary look to appeal to younger consumers and sophisticated single malt drinkers,” said Alejandra Peña, SVP marketing at Castle Brands.

Craig Mackinlay, who led the redesign project, added: “Knappogue Castle Single Malt Irish Whiskey has origins that date back to 1467, so we did not want to take a radical approach; instead we used a combination of traditional and modern fonts in a clear and informative manner.

“We also tried to get away from the traditional square/rectangular labels, so if one’s eye is moving across a bar shelf, or a shop shelf, the shape stands out. The aqua blue is not a traditional whiskey color, so it also helped to give the label some zing.”

Irish whiskey as a category currently represents the fastest growing premium spirit globally, with 200% growth in the last decade.

Knappogue Castle helped boost Castle Brands’ fourth quarter sales by 25.7% to US$72.2 million, according to a financial report released earlier this month.

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