The Dubliner whiskey is rolling out a new design and marketing campaign. Distilled in the heart of the Liberties district of Dublin, the award-winning Irish whiskey brand isn’t changing what’s inside the bottle. The new logo and bottle design forgo traditional packaging in favor of an updated contemporary look and feel.
Created by an all-Irish team, the new design puts the focus on the brand’s personality and provenance, while the simple packaging aims to reflect the straight-talking style for which Dubliners are renowned for.
The Dubliner Irish Whiskey is part of the Dublin Liberties Distillery’s portfolio of Irish whiskeys, majority owned by Quintessential Brands. Opened in February 2019 and considered one of the leading players in reviving Dublin’s local whiskey production, The Dubliner range is available to purchase via the official website.
The new Dubliner Irish Whiskey design will be introduced across the brand’s core range: The Dubliner Irish Whiskey, a 3-year-old blended whiskey aged in bourbon casks, and The Dubliner Whiskey & Honeycomb. The new look packaging is already available in Ireland and the US, with an introduction to other key markets later in the year. In addition, refreshed brand creative is being rolled out across the globe in 2021 – including a new website, advertising campaign and new communications on social media channels.
Bronagh Hunt, Global Brand Director, says; “Irish Whiskey is one of the most dynamic categories in the world currently, enjoying significant growth in the last year, but we believe there’s a great deal more growth yet to be unlocked by appealing to Gen Z and millennial consumers with The Dubliners distinct Bourbon Cask finish. The Dubliner offers outstanding quality and with its eye-catching new look, it is the complete package and really stands out on shelf. We’re excited to see how the new look is received by customers old and new, and while this year won’t be your usual St. Patrick’s Day, we do hope they’ll join us in raising a glass to Ireland. Here’s hoping we’re all back celebrating together next year”.
Global Brand Manager, Darren Mooney, states, “Paying homage to our hometown, this fresh design aims to reflect the vibrant modern Dublin we know and love. Our aim was to create something bold, bright, and beautiful that can also be accessible. Whiskey is a great vehicle for bringing people together and, too often, old school tactics like confusing jargon and secret clubs can exclude people. Whiskey isn’t just for old, rich guys.”