Irish Distillers has unveiled a fresh new look for its Redbreast Irish whiskey range, more than a century after the brand was first introduced.
The new look highlights Redbreast’s heritage while also broadening its appeal to a new audience of consumers driven by curiosity, discovery and authenticity.
Bottles of Redbreast will now feature the Robin Redbreast, hand drawn by illustrator Denise Nestor, and brought to life in different flight positions across the range. Tasting notes have been added to the front label to showcase the characteristics of each expression, accentuated by a brighter cream colour and craft textured background.
The bottle shape has been retained but now features raised new tactile embossing, while the capsules have been updated with a new colour palette to differentiate each variant.
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.
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.”