Walsh Whiskey, has today announced and unveiled a new look
for it’s ‘The Irishman’ range of whiskeys.
The rebrand is said to reflect its dedication to the pursuit
of excellence in single malt whiskeys, and will support the whiskey brand’s
target of doubling sales across its 50+ markets within five years.
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| The Irishman unveils €500,000 rebrand |
The €500,000 rebranding, which sees wholesale changes to The Irishman’s bottle, labelling and packaging, follows a strategic review which commenced in April 2020. Walsh Whiskey was assisted in the review by Bord Bia’s (The Irish Food Board) specialist Insight Centre – The Thinking House.
As part of the rebrand, there will also be changes to the
composition of the range, with a change of name for one core expression and the
addition of a limited-edition to the core of the portfolio. The Founder’s
Reserve has been renamed The Harvest, to honour the contribution of the farming
community in the whiskey-making process. The Irishman Caribbean Cask is being
added to the portfolio’s core expressions.
Commenting on the news, Bernard Walsh, Founder of Walsh
Whiskey, said: “As the Irish whiskey category continues to develop with
increasing variety, it is important that we are clear in our proposition to
whiskey consumers. Our message is simple: The Irishman will always be single
malt focused – whether championed in pure expressions or blends – and that it
will always be triple distilled to leave a lasting impression.”
He went onto say: “We respect and honour Ireland’s great
distilling heritage, while also exploring exciting new innovations through the
use of rare and unusual woods and finishes, as well as cereal varieties, to
influence the single malt spirit. To date this has seen us work with Florio
Marsala, Oloroso Sherry, Caribbean Rum and Irish Peated Red Ale. In the
generational pursuit of whiskey excellence, our quest for the perfect dram, or
taoscán [tay-scawn] of single malt, is just beginning.”
The new rebranded ‘The Irishman’ bottles, will start rolling
out in Ireland later this month, before rolling out internationally later this
year.
Posted by Steve Rush