The refreshed look is said to highlight the brand’s provenance, triple-distillation production method and premium quality cues to whiskey drinkers as it looks to strengthen its position as the world’s leading Irish whiskey.
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| Jameson launches new bottle and label design |
Created by Stockholm’s Pond Design agency, the designs introduce a bold visual identity that has stand-out appeal and further drives differentiation in the dynamic 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 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 to create a more timeless and cohesive look.
The iconic green Jameson bottle that is known around the world today was first introduced in 1968, when bottling was brought in-house at the Bow Street Distillery as the era of whiskey bonding came to an end.
Commenting on the news, 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."
He went onto say: "With 29 years of consecutive of 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 bottle, will be available in Ireland later this month, and in the USA and other markets from March, ahead of St. Patrick’s Day.
Posted by Steve Rush