Bold new look for Dubliners Irish Whiskey

The Dubliner Irish Whiskey is unveiling a striking new look just in time for St Patrick's Day (17 March).

The brand, which had its UK retail debut with Sainsbury's last November, hopes to entice a new generation of whisky drinkers to the Irish whiskey category with its redesign.

It comes as Quintessential Brands, the majority owner of the Dubliner, revealed it had identified growth potential worth around £8.2 million for Irish whiskey if the category can succeed in attracting new millennial and 'Generation Z' consumers.

The new-look Dubliner Irish Whiskey bottle features a bold, contemporary design, which focuses on the brand's provenance, and the simple tagline "Just good whiskey", which it hopes will appeal to younger consumers. The new bottles will launch in Sainsbury's this month, priced at £30 - although it will be on promotion in store for £20 between 4 and 24 March. 

Russell Kirkham, marketing director at Quintessential Brands UK, said: "Irish whiskey is one of the most dynamic categories in the UK 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 Dubliner's distinct Bourbon cask finish - especially those who have bought into American whiskey in recent years.

"We're excited to see how the new look is received by UK shoppers and while this year won't be your usual St Patrick's Day, we hope they'll join us in raising a glass to Ireland."

The Dubliner Irish Whiskey is part of the Dublin Libertines Distillery's portfolio of whiskeys. Opened in February 2019, the distillery is majority-owned by Quintessential Brands and led by master distiller and Irish whiskey expert Darryl McNally.

16 March 2020 - Bethany Whymark