Jameson Irish whiskey is launching a limited-edition bottle conceived by designer Paul Daly to capitalise on St Patrick's Day.
Jameson Irish whiskey is launching a limited-edition bottle conceived by designer Paul Daly to capitalise on St Patrick's Day.
The contemporary bottle design, inspired by the Celtic illustrations in The Book of Kells, will be available in UK multiple grocers with an RRP of £18.39 from mid-February.
Patrick Venning, head of marketing for Jameson at Pernod Ricard UK, says: "As the number one Irish whiskey, our vision is to give St Patrick's Day a premium makeover. Working with Paul has enabled us to do this by creating a contemporary and premium design that appeals to our target audience of 25 to 35-year-old males."
The design has been screen printed onto the bottle and gold foiling used to create a premium look and feel.
Daly said: "As an Irishman who has spent much of his life living abroad, the opportunity to fuse my interests in Irish culture with art and a truly Irish brand like Jameson was something I couldn't refuse."
The launch is being supported by marketing activity at point of sale in key multiple grocers.
In the on-trade, Jameson is targeting 3,000 bars with its True Irish Spirit campaign. The programme involves point-of-sale support, sampling, and a cocktail competition for bar staff.