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Jameson Irish whiskey unveils new bottle design

Irish Distillers has updated the bottle and label design for Jameson Irish whiskey to help differentiate the brand within the burgeoning category.

Jameson Irish whiskey has been given a packaging update

Created by Stockholm’s Pond Design agency, the new bottle shape features a tapered body and “more generous shoulder curve”. An embossed label ‘eyebrow’ and heel at the base also feature.

Furthermore, the updated label has been printed on textured paper and “reinterprets” key elements of the design – such as the Jameson family crest. It aims to deliver a more “timeless and cohesive look”.

The wording on the bottle has been stripped back to emphasise the whiskey’s triple distillation and Irish provenance. The design also boasts a more vibrant colour palette to help the brand stand out, including a brighter red cap and “fresher” greens and cream on the label.

The bottle is made using pressure sensitive label technology at Irish Distillers’ Fox & Geese bottling facility in Dublin, which allows for split labels to be applied to the glass bottles.

The new Jameson bottles will be available in Ireland from this month, before launching in the US and additional markets from March ahead of St Patrick’s Day (Sunday 17 March). It will be rolled out across Jameson Caskmates, Jameson Black Barrel and Jameson Crested throughout 2019.

Simon Fay, international marketing director for Jameson at Irish Distillers, said: “Jameson Irish whiskey is the world’s favourite Irish whiskey and is leading the renaissance within the category that we have seen over the past 10 years.

“As such, we are committed to investing in the brand and we are confident that our new smooth pack, with the same triple-distilled Irish whiskey inside is the winning combination to drive distinctiveness and relevance with whiskey drinkers and bartenders.

“With 29 years of consecutive growth, our mission is to maintain momentum in key markets and accelerate growth and we believe that the subtle design evolution will help us to share the fearless spirit of Jameson with even more people around the world and continue the success story for many years to come.”

Last year, Conor McQuaid, Irish Distillers CEO, spoke to The Spirits Business about his plans to make Jameson a “truly global” brand.

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