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Jameson unveils latest St Patrick’s Day label

Irish Distillers Pernod Ricard has commissioned a new limited edition design for Jameson Irish whiskey bottles in celebration of St Patrick’s Day.  

This year’s bottle, which is the fourth to be released by Jameson for St Patrick’s Day, has been designed by Irish illustrator, Dermot Flynn, and will be sold in 40 markets worldwide.

Dermot’s illustrated label features the renowned Dublin pub, The Stag’s Head; historical figures such as WB Yeats; and a selection of Dublin phrases.

The bottle has been created for this limited period and will be available in Travel Retail and through on and off trade customers in markets including Russia, Japan and Australia from February 2014.

Daniel Lundberg, global brand director for Jameson, says: “In addition to its taste, one of the things that whiskey fans around the world tell us they love about Jameson is its intrinsic Irish character. Jameson embodies the down-to-earth character of Dubliners so with this new limited edition, we wanted to bring that to life and celebrate the great city which inspired John Jameson to make his whiskey for the first time over 230 years ago. The new bottle design has been very well-received by our customers around the world resulting in more markets than ever selling this year’s edition, so we’re hopeful that Irish whiskey fans around the world will love it too and make it a part of their special St Patrick’s Day celebrations, wherever they may be.”

The release of the new Jameson limited edition will be accompanied by promotional activity in markets, with the brand providing its customers with a range of marketing materials and displays to ensure strong stand-out in the run up to St Patrick’s Day, which is celebrated each year on 17th March.

Jameson will be continuing its popular Jameson St Patrick’s Live celebrations this year with activity including its annual Live Broadcast, which sees presenters from radio stations from around the world descending on Dublin to broadcast live from the Old Jameson Distillery on St Patrick’s Day; and an exclusive gig in the city, featuring various leading Irish acts and headlined by the critically-acclaimed band, White Lies.

11 February 2014 - Felicity Murray The Drinks Report, editor