McCarthy’s creative starting point came from the Jameson family motto Sine Metu – or without fear – which has been at the heart of the company since it was founded in 1780. He also took inspiration from a commonly used Irish saying that goes hand in hand with Sine Metu, ‘to chance your arm’.
|Jameson St Patrick's Day Limited Edition 2017 label|
Legend has it that in 1492, ‘Black James’ Butler and his men found themselves barricaded behind the door to St. Patrick’s Cathedral in Dublin. On the other side was Gearóid Fitzgerald who, tired of the constant fighting between the clans, decided it was time to make peace.
Fitzgerald ordered his men to cut a hole in the door before extending his hand through the gap as a token of friendship. Rather than cut his arm off with a sword, Butler shook it and the long standing feud came to an end, giving Dublin one of its most famous sayings ‘to chance your arm’.
McCarthy has included some of the Irish capital’s most recognisable monuments in his bold and colourful design, such as the Ha’penny Bridge and Smithfield tower, and has also peppered the label with additional details that are reflective of his own knowledge of the city and sense of humour.
Commenting on the launch, Daniel Lundberg, Jameson Global Brand Director, said: “Our limited edition Jameson bottle for 2017 keeps the spirit of John Jameson alive and celebrates a very Irish saying that dates back to the 15th century but is as relevant as ever today. As Jameson found when he established the Bow Street distillery in 1780, fearing less can help you reap rewards you never thought possible and we still proudly live by this ethos.”
He went on to say: “Steve’s design perfectly balances the rich heritage of Dublin with the modern design and Irish wit of Jameson, and we hope that Irish whiskey fans will be inspired by the bottle in their own St. Patrick’s Day celebrations.”
The sixth limited edition Jameson St. Patrick’s Day bottling, will be available later this month from specialist retailers for a RRP of €30.00.
Posted by Steve Rush