Jameson Caskmates to roll out ‘simplified’ redesignBy Nicola Carruthers
Irish Distillers has unveiled a packaging redesign for its Jameson Caskmates range in response to consumer demand for a “simplified product proposition”.
Pernod Ricard-owned Irish Distillers has redesigned the packaging for Jameson Caskmates Stout Edition and Jameson Caskmates IPA Edition after undertaking consumer research in key markets including the US, the UK, South Africa and Ireland.
The original Jameson Caskmates launched in 2013 as the result of a collaboration between Irish Distillers’ Midleton Distillery and Cork-based microbrewery Franciscan Wells. The Irish whiskey was aged in stout-seasoned barrels from the brewery.
In 2017, Irish Distillers launched Jameson Caskmates IPA Edition, an Irish whiskey finished in IPA beer barrels from Cork-based Franciscan Well Brewery.
The new design will feature a ‘Caskmates Series’ family name for the range on the neck and back label.
The main label will feature a “stronger focus” on the variety and a clearer descriptor of the text “whiskey finished in craft beer barrels”.
Meanwhile, the back label will highlight the range’s craft beer partner Eight Degrees Brewing, which was acquired by Irish Distillers in 2018 to “secure a long-term supply of craft beer following the runaway global success of the Caskmates Series”.
Almost one million nine-litre cases have been sold since the range was launched in 2015, according to Irish Distillers.
David Quinn, head of whiskey science at Midleton Distillery, said: “The Caskmates Series was born of innovation – a creative experiment that tapped into the growing appetite for Irish whiskey and love of craft beer.
“While the Caskmates Series has introduced new consumers to Jameson and excited existing Jameson fans, our research showed a need to simplify the product proposition. We are confident that this new streamlined look will play a role in ensuring continued growth for these exciting expressions.”
The new design for Jameson Caskmates Stout Edition and Jameson Caskmates IPA Edition will be shipped to the US from January 2020 and globally from March 2020. It will also be available in retailers, leading bars and restaurants.
In September this year, Jameson expanded its Caskmates range with a bottling made in collaboration with London brewery Fourpure. The brand also launched two limited edition Caskmates expressions in the US in August 2019.