Jameson unveils series of new carton designs

Jameson Irish whiskey has unveiled the Good Workers, Great Whiskey limited edition carton; the first in a new, annual series of pack designs celebrating the heritage of Jameson to help ensure maximum stand-out shelf appeal for the brand.

The Good Workers, Great Whiskey carton features the craftspeople at the Midleton Distillery and the key elements of the Jameson production process through an eye-catching, illustrated style with the use of textured paper. The depiction of the Jameson barrel man, which appears on every bottle of Jameson and portrays the distillery’s workers, sits alongside iconography representing Jameson’s use of locally sourced barley, triple distillation method and maturation processes, which have come together to craft Jameson’s world-renowned, smooth taste profile since 1780.

Each addition to the collection will tell a different story inspired by Jameson’s centuries old whiskey making process and the people that make it possible. POS material has also been developed, which includes decoration for gondola ends and pallet displays that depict graphic barrels and a distillery worker carrying a barrel inscribed with the slogan ‘Not a drop is sold until its liquid gold’.

Daniel Lundberg, global brand director for Jameson Irish Whiskey, comments: “Jameson represents the benchmark for quality and consistency in the Irish Whiskey category; a vision that was laid down by John Jameson and realised to this day by the hard work, dedication and passion of the generations of workers at Jameson’s Bow St and Midleton Distilleries.

“Innovation remains at the core of all Jameson’s award-winning marketing activity and the Good Workers, Great Whiskey limited edition carton follows suit by marrying together the stories of our distillery workers and  production techniques through a modern, contemporary design.

The Good Workers, Great Whiskey limited edition bottle is available now in a number of markets worldwide.

About Irish Distillers

Irish Distillers was formed in 1966, when a merger took place between Irish whiskey distillers, John Power & Son, John Jameson & Son and the Cork Distillery Company. In an attempt to reverse the decline in Irish whiskey sales, the company decided to consolidate production at a new purpose-built facility alongside the existing distillery in Midleton, Co. Cork. Irish Distillers was bought by Pernod Ricard in June 1988 and today, Jameson is the No.1 Irish whiskey in the world, selling over 4 million 9L cases worldwide and contributing more than any other Irish whiskey brand to the phenomenal global growth of the category. Irish Distillers is committed to driving continued, sustainable growth of the Irish whiskey category.

Irish Distillers’ portfolio of whiskeys is comprised of Jameson, the world’s no.1 Irish whiskey; Irish favourite Paddy; Powers, the robust super premium whiskey for discerning drinkers; and the much-acclaimed brands that comprise the Irish Distillers’ Prestige Collection - the Single Pot Still Whiskeys of Midleton which includes the Spot range (Green Spot, Yellow Spot) and Redbreast, Ireland’s most awarded single pot still whiskey brand – and the pinnacle of the Prestige Collection, Midleton Very Rare.

19 January 2015 - Felicity Murray The Drinks Report, editor