The Irishman Whiskey rebrands to reflect pursuit of excellence in single malt

Carlow, Ireland – The Irishman range of super-premium whiskeys produced by Walsh Whiskey (part of the Amber Beverage Group) has undergone a significant rebranding to reflect its dedication to the pursuit of excellence in Single Malt whiskies. The £500,000 rebrand, which involves wholesale changes to The Irishman’s bottle, labeling and packaging, follows a strategic review that began in April 2020. Walsh Whiskey was assisted in the review by specialist Bord Bia (The Irish Food Board) Insight Center – The Thinking Loger. The extensive design project was undertaken by design agency HERE in London.

Walsh Whiskey is investing €500,000 in rebranding between research, commissioning a new bottle design, rebranding, packaging production and a series of marketing initiatives. The rebranding will support the whiskey brand’s goal of doubling sales in its 50+ markets within five years.

Announcing the renewed focus on the single malt and rebranding, Walsh Whiskey founder Bernard Walsh said: “As the Irish whiskey category continues to grow with increasing variety, it is important that we let’s be clear in our proposal to whiskey consumers. Our message is simple: The Irishman will always be single malt focused – whether championed in pure expressions or blends – and will always be triple distilled to leave a lasting impression.

He added: “We respect and honor Ireland’s great distilling heritage, while exploring exciting new innovations through the use of rare and unusual woods and finishes, as well as grain varieties, to influence the spirit of single malt. To date, this has allowed us to 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 most striking change in The Irishman’s rebranding is the introduction of a bespoke, tall, tapered bottle. All the expressions in the range are now sealed by a cork which affirms the super premium character of the whiskies. The bottle has strong whiskey characteristics, including broad “shoulders” and a tapered base. A prominent feature of the bottle is a series of embossed phrases around the bottom of the bottle that capture the essence of The Irishman’s aim and purpose, which is to “continue a journey of a lifetime in search of the perfect dram/taoscán of single malt, while respecting past traditions and with the ambition of future possibilities”.

The rebranding and renaming of The Irishman in honor of Single Malt Whiskey begins in Ireland (including Dublin Airport) on February 3, before rolling out to Europe and Canada from April, the United States in the summer and the rest of the world. in the second half of 2022.

A new brand icon is one of three very distinctive features on the product label and packaging, which also contain many technical details unique to each expression. The icon, which features a capital letter “I” (for Irish) inside the two-tone sticks of a barrel, signifies the Irishman’s journey to learn from the past while creating the future.

Other unique and notable features of the new labels are the addition of braille for the visually impaired and nutrition and calorie information on electronic labels positioned on the back of the package and inline. The braille underlining the name of The Irishman brand is also a personal tribute by Bernard Walsh to the memory of his own grandfather, Jack Walsh, whose loss of vision left a lasting mark on his grandson.

E-labelling is part of an EU initiative to ensure consumers have access to more information about their food and drink products. The e-label is both an element on the bottle and online (QR code), containing information on the nutritional and calorific characteristics of the whiskey. Walsh Whiskey is an early adopter of electronic labels after participating in a pilot study organized by spiritsEUROPE (the European representative body for spirits companies) and CEEV (the representative body for wine companies).

There are also changes to the composition of the range, with a change of name for a main expression and the addition of a limited edition at the heart of the portfolio.

The Founder’s Reserve blend (70% Single Malt and 30% Pot Still) has been renamed The Harvest. This expression, a truly unique blend of two premium whiskey styles, originated as the very first whiskey created by the founder of Walsh Whisky. The renaming of this foundational expression to The Harvest honors the great contribution of the farming community to the whiskey-making process. The whiskey is made entirely from 100% Irish barley mash.

First released as a limited edition in 2018, The Irishman Caribbean Cask is added to core portfolio expressions which also include The Harvest; Pure malt; Single Malt 12 years old; 17 year old Single Malt and Vintage Cask. The Irishman Caribbean Cask Finish is a rare vatting of Single Malt and Single Pot Still whiskeys finished for 6 months in casks of Chairman’s Reserve Rum from the small tropical Caribbean island of Saint Lucia, before being bottled at 46% ABV .

A new palette of muted cream, green, grey, blue and burgundy colors are applied to the labels of the six main expressions of The Irishman range.

About the Irishman Wallet

The Irishman portfolio is all about single malt – whether championed in pure expressions or blends. Each is a true original, triply distilled to leave a lasting impression.

A tip of the hat to the Irish golden age of Irish whiskey in the 19th century. Learn from the past to create the future. Redefining Irish single malts. Single Malt – this is the heart of The Irishman.

The Irishman is distributed worldwide in over 50 countries and has six main expressions (The Harvest; Single Malt; Caribbean Rum Cask; 12-Year-Old Single Malt; 17-Year-Old Single Malt & the Vintage Cask) and three limited edition special cask finishes.

About Walsh Whiskey

Founded in 1999 and part of the Amber Beverage Group since 2021, Walsh Whiskey is a leading producer of triple distilled super premium Irish whiskies. Its critically acclaimed whiskeys are dedicated to celebrating the premium Single Pot Still (Writers’ Tears) and Single Malt (The Irishman) whiskey styles. To date, this includes 23 expressions based on historic recipes from the 19th century, the golden age of Irish whiskey, and a range of rare finishes including Mizunara, Florio Marsala, Rum, Cognac, Coffee Stout, Seaweed IPA, Icewine and of course Oloroso and PX Sherries. The company is based in Carlow, South West Dublin, Ireland.

About Amber Beverage Group

Amber Beverage Group is a rapidly growing global spirits company, whose products can be found in millions of homes and places around the world. ABG’s main brands are Moskovskaya Vodka, KAH Tequila, Riga Black Balsam, The Irishman Whiskey, Writers’ Tears Whiskey, Rooster Rojo Tequila, Cross Keys Gin and Cosmopolitan Diva. ABG produces, bottles, markets, distributes, exports and retails a full range of beverages of which it owns over 100 and is responsible for the marketing and distribution of 1,300 third-party beverage brands, ranging from premium vodka and sparkling wines with Mexican specialties. tequila.

The company has grown from its main activity of production in the pan-Baltic region established in 1900 to a global player in the spirits industry which brings together around 2,050 employees in almost 20 companies in the Baltic States, Austria, Australia, Germany, Ireland, Russia, Mexico and United Kingdom.

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