The Dubliner Irish Whiskey launching new-look bottles and brand creative

Irish whiskey brand The Dubliner is rolling out a new design and marketing campaign aiming to breathe new life into the category.

The campaign includes a new logo and bottle design for the brand, which distils its whiskeys in the heart of the Liberties district of Dublin. Created by an all-Irish team, the new design is intended to focus on the brand's personality and provenance, while prizing visual simplicity.

The new look will be introduced across the brand's core range: The Dubliner Irish Whiskey, a three-year-old blended whiskey aged in ex-Bourbon casks; and The Dubliner Whiskey & Honeycomb. It will be available in Ireland and the US from March, with introduction to other key markets coming later in 2021.

An updated brand creative is also being rolled out worldwide this year, including a new website, advertising campaign and new communications on social media.

Alongisde the new design and creative, the campaign also includes a collaboration with Irish hip-hop duo Tebi Rex, who have updated Irish anthem 'The Auld Triangle' to reflect life in modern Dublin.

Bronagh Hunt, global brand director, said: "Irish whiskey is one of the most dynamic categories in the world 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 Dubliners distinct Bourbon cask finish.

"The Dubliner offers outstanding quality and with its eye-catching new look, it is the complete package and really stands out on shelf. We’re excited to see how the new look is received by customers old and new."

Global brand manager Darren Mooney added: "Paying homage to our hometown, this fresh design aims to reflect the vibrant modern Dublin we know and love. Our aim was to create something bold, bright, and beautiful that can also be accessible."

The Dubliner Irish Whiskey is part of the Dublin Liberties Distillery's portfolio, which is majority owned by Quintessential Brands.

29 March 2021 - Bethany Whymark