Jameson Irish Whiskey has unveiled an evolution of its iconic bottle and label design, 50 years after it was first introduced.

The updated look highlights the brand’s provenance, triple distillation production method and premium quality cues to whiskey drinkers as the brand looks to strengthen its position as the world’s leading Irish whiskey.

Created by the Pond Design agency in Stockholm, the refreshed look introduces a bold visual identity that has stand-out appeal and further drives 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. The green glass bottle and easy-to-pour neck remain in place, in line with feedback from market research among bartenders and Irish whiskey drinkers.

The 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 messaging on the bottle has been streamlined to emphasise the triple distillation method of Jameson, which crafts its smooth taste, and its Irish provenance. The update is underpinned by a more vibrant colour palette designed to stand out and includes a brighter red cap and fresher greens and creams on the label.

The new bottles will be available in Ireland from January 2019, and in the USA and other markets from March ahead of St. Patrick’s Day, and will be introduced across Jameson Caskmates, Jameson Black Barrel and Jameson Crested throughout the year.

Simon Fay, International Marketing Director for Jameson at Irish Distillers, commented: “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.”

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