IRELAND – Irish Distillers, a subsidiary of the French drinks conglomerate Pernod-Ricard S.A has introduce a new label and bottle design for its iconic whiskey brand, Jameson Irish Whiskey.
The new look stands to strengthen the distiller’s position as the world’s leading Irish whiskey as well as tap into a new niche of consumers of the brand.
The iconic bottle and label design highlights the brand’s provenance, triple-distillation production method and premium quality cues to whiskey drinkers.
The bottle features a tapered body and shoulder curve, a distinctive embossed label ‘eyebrow’ and heel at the base, making it more tactile and memorable to hold.
The distinctive green glass bottle and easy-to-pour neck remain in place, in line with feedback from market research among bartenders and Irish whiskey drinkers, said the company.
“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,” said Simon Fay, International Marketing Director for Jameson at Irish Distillers.
The refreshed label is printed on textured paper, reiterating the Jameson family crest to create a more timeless and cohesive look.
Created by Stockholm’s Pond Design agency, the design is embraced with a more vibrant colour palette designed to stand out and includes a brighter red cap and fresher greens and creams on the label.
The Jameson Irish Whisky comes in a more improved bottle, compared to the first one introduced in 1968.
It is embroidered with signature green, cream and maroon colours.
The bottle is constructed using pressure sensitive label (PSL) technology at Irish Distillers’ Fox & Geese bottling facility in Dublin, a new and more efficient process that allows for split labels to be applied to the glass bottles and a more premium finish.
The new Jameson Irish Whiskey bottles will be available in Ireland from January 2019, and in the USA and other markets from March.