The Dubliner is rolling out a new design and marketing campaign set to breathe fresh life and style into the Irish Whiskey category!
Distilled in the heart of the Liberties district of Dublin, the award-winning Dubliner whiskey isn’t changing what’s inside the bottle. The new logo and bottle design forgo traditional packaging in favour of an updated contemporary look and feel.
Created by an all-Irish team, the new design puts the focus squarely on the brand’s distinct personality and provenance, while the simplicity of the new packaging aims to reflect the straight-talking style for which Dubliners are renowned for.
The Dubliner Irish Whiskey is part of the Dublin Liberties Distillery’s portfolio of Irish whiskeys, majority owned by Quintessential Brands. A young, dynamic team are hard at work to at The Dublin Liberties Distillery in the Liberties; opened in February 2019 and considered one of the leading players in reviving Dublin’s local whiskey production.
The new Dubliner Irish Whiskey look will be introduced across the brand’s core range: The Dubliner Irish Whiskey, a 3-year-old blended whiskey aged in bourbon casks; and The Dubliner Whiskey & Honeycomb.
The new look packaging will be available in Ireland and the US from this month [March], with an introduction to other key markets later in the year. In addition, refreshed brand creative is being rolled out across the globe in 2021 – including a new website, advertising campaign and new communications on social media channels.
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, and while this year won’t be your usual St. Patrick’s Day, we do hope they’ll join us in raising a glass to Ireland. Here’s hoping we’re all back celebrating together next year.
– Bronagh Hunt: Global Brand Director
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.
Whiskey is a great vehicle for bringing people together and, too often, old school tactics like confusing jargon and secret clubs can exclude people. Whiskey isn’t just for old, rich guys.
– Darren Mooney: Global Brand Manager
ABOUT THE DUBLINER
The Dubliner Irish Whiskey is part of the Dublin Liberties Distillery’s portfolio of Irish whiskeys, majority owned by Quintessential Brands. A young, dynamic distillery team are led by Distillery Manager John Park and located at The Dublin Liberties Distillery in the Liberties; opened in February 2019 and considered one of the leading players in reviving Dublin’s local whiskey production.