This fall, The Irishman, produced by Walsh Whiskey and imported by Hotaling & Co., is launching a new bottle design and extensive rebranding across the entire range in the U.S., created by HERE design agency in London. This investment by Walsh Whiskey includes a range of marketing initiatives. The rebrand will support the whiskey brand’s target of doubling sales across its 50+ markets within five years.
The most striking change in The Irishman rebrand is the introduction of a bespoke, tall, tapered bottle with the addition of a cork seal. A significant feature of the bottle is a series of embossed phrases around the lower part of the bottle that capture the essence of The Irishman’s focus and purpose, which is ‘to pursue a lifelong journey in search of the perfect dram, while respecting past traditions with ambition for future possibilities.’
Additional rebranding highlights include:
- Founder’s Reserve expression renamed The Harvest
- Caribbean Rum Cask Finish added to core expressions in their portfolio
- A new brand icon which features a capital letter ‘I’ (for Irishman) inside two-tone staves of a barrel, signifies The Irishman’s journey to learn from the past while creating the future
- A new color palette of cream, green, grey, blue, and burgundy applied to the labels of the six core expressions of The Irishman range
Other unique and notable features of the new labels are the addition of braille for the visually impaired and nutritional information on e-labels positioned on the back of the bottle and online. The braille highlighting The Irishman’s brand name, is also a personal tribute by Bernard Walsh to the memory of his own grandfather, Jack Walsh, whose loss of vision made a lasting impression on his grandson.
GSN’s Remarks: A solid Irish with malty sweetness, supported by the secondary sherry cask finishing. Medium light in body, the overall effect is of a friendly and somewhat breakfast-like whiskey. Notes of oven baked pancake studded with almond slices and drizzled with a touch of honey greet the palate, yet are balanced by a slight tannic and oaky tempering. The finish is medium-long with some baked apple and dark cherry at the end. A great whiskey that definitely deserves a wider audience. GSN Rating: A
For more information go to: Walsh Whiskey