Ireland-based Walsh Whiskey has given its super-premium single malt brand The Irishman a €500,000 (US$564,400) revamp.Following Amber Beverage Group's acquisition of Walsh Whiskey last year, the Irish producer has redesigned the bottles, labelling and packaging for The Irishman, its single malt-led whiskey range. The move is part of Walsh Whiskey's ambitions to double sales of The Irishman across more than 50 markets in the next five years. "As the Irish whiskey category continues to develop with increasing variety, it is important that we are clear in our proposition to whiskey consumers," said the firm's founder, Bernard Walsh. "Our message is simple: The Irishman will always be single malt focused – whether championed in pure expressions or blends – and that it will always be triple distilled to leave a lasting impression.” The new look, created by London design agency Here, features a tall, tapered bottle, a cork seal and 'strong whiskey cues' including a tapered base and broad 'shoulders'. The lower part of the bottle is embossed with phrases that underscore The Irishman's brand messaging.
Walsh Whiskey has also given The Irishman a new brand icon – a capital letter 'I' within two barrel staves. Its label and packaging has been updated to include braille writing, and e-labels have been added to communicate nutritional information as part of Spirits Europe's U-Label initiative.The rebranded range launches in Ireland today (3 February), and will be released in Europe and Canada in April. It will roll out in the US during the summer, and will reach the rest of the world in the second half of 2022.