Irish Distillers has unveiled redesigned packaging for its successul Jameson Caskmates range, having undertaken consumer resarch in markets including Ireland, the UK, the US and South Africa.
To date, almost one million nine litre cases of Caskmates have been sold globally.
The Caskmates range was initially launched in 2013 as a result of a collaboration between the Midleton Distillery and the Franciscan Well Brewery. The brewery received casks used to mature Jameson and brewed a whiskey-seasoned stout, and in return the distillery produced a stout-seasoned whiskey.
The range expanded in 2017 with an IPA edition, again using barrels exchanged with Franciscan Well.
Irish Distillers has since purchased Cork-based Eight Degrees Brewing and new Caskmates releases are in collaboration with the brewery.
The new, streamlined design will see a ‘Caskmates Series’ family name for the range on the neck and back label. The primary label will feature a stronger focus on the variety and clearer desrciptor of the text “whiskey finished in craft beer barrels”. The back label highlight’s Eight Degrees.
David Quinn, head of whiskey science at Midleton Distillery, said: “We are confident that this new streamlined look will play a role in ensuring continued growth for these exciting expressions.”
The new design 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.