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Pernod Ricard unveils refreshed look for Jameson Irish Whiskey

Pernod Ricard-owned Irish Distillers has unveiled a new Jameson Irish Whiskey bottle to highlight the brand’s provenance and triple-distillation production.

Created by Stockholm’s Pond Design agency, the design aims to create stand-out appeal and drive differentiation in the Irish whiskey category.

The bottle shape now features a tapered body and a more generous shoulder curve, while a distinctive embossed label ‘eyebrow’ and heel at the base make the bottle more tactile and memorable to hold.

An easy-to-pour neck and green glass bottle remain in place, in line with feedback from market research among bartenders and Irish whiskey drinkers.

A refreshed label is printed on textured paper and reinterprets key elements of the design – most notably the Jameson family crest – while still retaining the most recognisable features.

The update is underpinned by a more vibrant colour palette, including a brighter red cap and fresher greens and creams on the label.

The bottle is constructed using pressure sensitive label technology at Irish Distillers’ Fox and Geese bottling facility in Dublin – which is said to be a more efficient process that allows for split labels to be applied to the glass bottles.

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 ten 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.”

The new Jameson Irish Whiskey bottles will be available in Ireland from January 2019, and in the US and other markets from March. New bottles will be introduced across Jameson Caskmates, Jameson Black Barrel and Jameson Crested throughout the year.

Last year, Irish Distillers announced an investment of over €150 million at its sites in Cork and Dublin to meet a continued rise in demand for Irish whiskey. The business was bought by Pernod Ricard in 1988.



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