EVOLUTION OF THE JAMESON BOTTLE AND LABEL
IS SET TO CONTINUE THE SUCCESS STORY OVER 50 YEARS ON
– First introduced in 1968, the new smooth pack contains the same triple-distilled Jameson that has made it the world’s No.1 Irish whiskey –
Jameson Irish Whiskey, which is produced by Irish Distillers in Midleton Distillery, has unveiled an evolution of its iconic bottle and label design 50 years after it was first introduced. The refreshed look highlights 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.
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 distinctive 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 to create a more timeless and cohesive look. Messaging on the bottle has been streamlined to emphasise the triple-distilled production method of Jameson, which crafts its renowned 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 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. The signature green, cream and maroon colours were inspired by the stained-glass panels in the doors of the historic distillery, installed in the late 19th Century by then Production Manager George Jameson, and can still be viewed at the Jameson Distillery Bow street today. Over the past 50 years, the bottle has evolved with the times but key elements such as the green glass, family crest and ship have remained in place to inspire new whiskey drinkers with the Jameson story.
The bottle is constructed using pressure sensitive label (PSL) technology at Irish Distillers’ Fox Geese bottling facility in Dublin – a new and more efficient process that allows for split labels to be applied to the glass bottles and a more premium finish. The new Jameson Irish Whiskey bottles will be available in Ireland from January 2019, and from 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 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. 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.”
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s fastest-growing Irish whiskey, experiencing 29 years of consecutive growth and hitting sales of 7.3m cases in 2018. Our brands are exported to 130+ markets, with over 80 of those experiencing double- or triple-digit growth.
Irish Distillers was formed in 1966, when a merger took place between John Power Son, John Jameson Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €250m to double our production and bottling capacity to meet global demand for our products.
We employ over 600 people across our operations in Cork and Dublin.
About Pernod Ricard
Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of €8,987 million in FY18. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and VinSprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,900 people and operates through a decentralised organisation, with 6 “Brand Companies” and 86 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics.
Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.