Redbreast highlights ‘endearing personality’ with new design
Pernod Ricard-owned Irish Distillers has updated the look of its Redbreast Irish whiskey range, more than a century after the brand was first introduced.
Created to highlight the single pot still Irish whiskey’s “strong heritage and endearing brand personality”, the new design also hopes to appeal to new consumers.
Brendan Buckley, international marketing director at Irish Distillers, said: “Redbreast has gone from strength to strength to become the largest selling and most decorated single pot still Irish whiskey in the world.
“We are committed to investing in the success of Redbreast and are confident that the premium new design will do justice to the exceptional expression in each bottle to attract a new generation of whiskey drinkers.
“We look forward to Redbreast flying off the shelves around the world as the Irish whiskey renaissance continues.”
The new label designs feature the Robin Redbreast, hand-drawn by illustrator Denise Nestor, and “brought to life” through different flight positions across the range. Tasting notes have also been added to the labels, which feature a brighter cream colour and textured background.
The bottle shape has been retained but now features raised embossing and coloured capsules to differentiate each expression in the range.
Gift cartons across the range have also been updated and Redbreast 21 Year Old will now be presented in a wooden box to reflect the “premium nature of the product”.
The new Redbreast design will be released throughout the year, with Redbreast 12 Year Old, Redbreast 15 Year Old and Redbreast Lustau available from July. The new packaging will be introduced to Redbreast 21 Year Old and Redbreast 12 Cask Strength from autumn 2019.