– New Redbreast packaging set to broaden brand’s appeal and recruit a new audience –
Irish Distillers today unveils a new look for its iconic Redbreast range, more than a century after the brand was first introduced.
The world’s largest selling single pot still Irish whiskey has been given a refreshed look to highlight Redbreast’s strong heritage and endearing brand personality, while broadening its appeal to a new audience of consumers driven by curiosity, discovery and authenticity.
Bottles will now feature the Robin Redbreast, hand drawn by illustrator Denise Nestor, and dynamically brought to life in different flight positions across the range. Tasting notes on the front label have been added to showcase the unique characteristics of each expression, accentuated by a brighter cream colour and craft textured background on the revamped bottle.
The iconic bottle shape is retained but now features raised new tactile embossing while the capsules have been updated with a vibrant colour palette to differentiate each variant and help whiskey lovers on their journey of discovery through the range. The range of gift cartons have also been upgraded while Redbreast 21 Year Old is presented in a wooden box to reflect the premium nature of the product.
Information from Irish Distillers’ archives indicates that the iconic Redbreast bottle dates back to at least 1912, when Jameson Irish Whiskey entered into an agreement with the Gilbey’s Wines & Spirits Import Company to supply them with a new spirit from their Bow St. Distillery for maturation.
The new Redbreast design will be released throughout the year, with Redbreast 12 Year Old, Redbreast 15 Year Old and Redbreast Lustau available from July. The new packaging will be introduced to Redbreast 21 Year Old and Redbreast 12 Cask Strength from autumn 2019.
Brendan Buckley, International Marketing Director at Irish Distillers, comments: “Redbreast has gone from strength to strength to become the largest selling and most decorated single pot still Irish whiskey in the world. We are committed to investing in the success of Redbreast and are confident that the premium new design will do justice to the exceptional expression in each bottle to attract a new generation of whiskey drinkers. We look forward to Redbreast flying off the shelves around the world as the Irish whiskey renaissance continues.”