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The Irishman Whiskey rebranding reflects pursuit of excellence in Single Malt
Carlow, Ireland – 3rd February 2022: The Irishman® range of super-premium whiskeys produced by Walsh Whiskey (part of the Amber Beverage Group) has undergone an extensive rebranding to reflect its dedication to the pursuit of excellence in Single Malt whiskeys. The €500,000 rebranding, which sees wholesale changes to The Irishman’s bottle, labelling and packaging, follows a strategic review which commenced in April 2020. Walsh Whiskey was assisted in the review by Bord Bia’s (The Irish Food Board) specialist Insight Centre – The Thinking House. The extensive design project was undertaken by HERE design agency in London.
Walsh Whiskey is investing €500,000 in the rebranding between research, commissioning a new bottle design, brand redesign, packaging production and a range of marketing initiatives. The rebrand will support the whiskey brand’s target of doubling sales across its 50+ markets within five years.
Announcing the renewed focus on single malt and the brand redesign, Walsh Whiskey founder Bernard Walsh said: “As the Irish whiskey category continues to develop with increasing variety, it is important that we are clear in our proposition to whiskey consumers. 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.”
He added: “We respect and honour Ireland’s great distilling heritage, while also exploring exciting new innovations through the use of rare and unusual woods and finishes, as well as cereal varieties, to influence the single malt spirit. To date this has seen us work with Florio Marsala, Oloroso Sherry, Caribbean Rum and Irish Peated Red Ale. In the generational pursuit of whiskey excellence, our quest for the perfect dram, or taoscán [tay-scawn] of single malt, is just beginning.”
The most striking change in The Irishman rebrand is the introduction of a bespoke, tall, tapered bottle. All expressions in the range are now sealed with a cork which affirms the super-premium nature of the whiskeys. The bottle has strong whiskey cues, including broad ‘shoulders’ and a tapered base. 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/ taoscán of single malt, while respecting past traditions and with ambition for future possibilities’.
The rededication and rebrand of The Irishman in honour of Single Malt whiskey commences in Ireland (including Dublin Airport) on the 3rd of February, before rolling out across Europe and Canada from April onwards, the United States in the Summer and the rest of the world in the second half of 2022.
A new brand icon is one of three very distinctive features on the label and product packaging, which also contain a lot of the unique, technical details of each expression. The 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.
Other unique and notable features of the new labels are the addition of braille for the visually impaired and nutritional and calorific information on e-labels positioned on back of pack 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.
E-labelling is part of an EU initiative to ensure that consumers have access to more information about their food and drink products. The e-label is both an on-the-bottle and online feature (QR code), containing information about the whiskey’s nutritional and calorific features. Walsh Whiskey is an early adopter of e-labels having participated in a pilot study organised by spiritsEUROPE (the European representative body for spirits companies) and CEEV (the representative body for wine companies).
There are also changes to the composition of the range, with a change of name for one core expression and the addition of a limited edition to the core of the portfolio.
The Founder’s Reserve blend (70% Single Malt & 30% Pot Still) has been renamed The Harvest. This expression, a truly unique blend of two premium styles of whiskey, started life as the first ever whiskey created by Walsh Whiskey’s Founder. The renaming of this core expression as The Harvest honours the great contribution of the farming community in the whiskey-making process. The whiskey is crafted entirely from a mash bill of 100% Irish barley.
First released as a limited edition bottling in 2018, The Irishman Caribbean Cask is being added to the portfolio’s core expressions which also include The Harvest; Single Malt; 12-Year-Old Single Malt; 17-Year-Old Single Malt & the Vintage Cask. The Irishman Caribbean Cask Finish is a rare vatting of Single Malt and Single Pot Still whiskeys finished for 6 months in Chairman’s Reserve Rum casks from the tiny tropical Caribbean island of Saint Lucia, before being bottled at 46% ABV.
A new colour palette of understated cream, green, grey, blue and burgundy is applied to the labels of the six core expressions of The Irishman range.
Creator of Writers’ Tears and The Irishman whiskeys becomes only the 3rd Irish whiskey founder to be honoured in 20 years of the awards programme. London – 30th March 2023: Bernard Walsh, the co-founder (with his wife Rosemary) of Walsh Whiskey, has been inducted to Whisky Magazine’s Hall of Fame in honour of his contribution to the whiskey industry at a gala dinner in London. The creator of Writers’ Tears and The Irishman whiskeys is just the third Irish whiskey founder to be honoured after John Teeling and the late Oliver Hughes. The Hall of Fame is reserved for people who have served at least 25 years in the industry and have made a significant contribution to the world of whiskey. Inductees are exclusively selected by Whisky Magazine’s editorial team with recommendations from industry experts. One of the leading contributors to the global renaissance of Irish whiskey, Bernard Walsh is a farmer’s son from County Tipperary in Ireland. He and his wife Rosemary founded Walsh Whiskey in 1999, then producing an innovative Irish Coffee liqueur - The Hot Irishman. He subsequently went on to create The Irishman and Writers’ Tears super-premium Irish whiskeys. The two award-winning whiskey portfolios offer a…
The Irishman whiskey is a key sponsor of ‘The Paddy Irishman’ art project (Home - Paddy Irishman Project), a ground-breaking and innovative art project that challenges historical stereotypes about Ireland, during St. Patrick’s Week in New York City. The multimedia, not-for-profit project is being exhibited in several high-profile locations from 12th to 17th March in New York City, the location of the world’s biggest St. Patrick’s Day celebrations outside of Ireland. It will also exhibit during Easter to celebrate the 25th anniversary of the Good Friday Agreement, the international agreement that brought peace to the island of Ireland in 1998. The Paddy Irishman Project, by photographic artist Ross O’Callaghan, captures the stories of 50 people identifying as Irish and male, whose names are either Paddy, Pat or Pádraig (the Irish for Patrick). The 50 ‘Paddies’ are diverse in age, background, ethnicity and sexuality. Collectively, their stories challenge the prejudice of stereotypical views and reveal a new narrative that explores identity on the island of Ireland in the 21st century. The project is driven by Ross O’Callaghan’s inspiration to meet, photograph, record and curate the stories of each person through photography and audio-visual media. Announcing the launch of the project, Mr…
13th Release of the prestige Writers’ Tears Cask Strength whiskey is limited to 8,700 bottles worldwide (1,800 USA & 6,900 RoW) Carlow, Ireland – 1 March 2023: The 13th edition of the prestige Writers’ Tears Cask Strength whiskey from Walsh Whiskey, Amber Beverage Group’s centre of whiskey excellence, has been released. This super-premium, cask strength whiskey is a unique marriage of triple-distilled, aged Single Pot Still and Single Malt Whiskey, natural non-chill filtered and aged in American Oak Bourbon barrels. The 2023 vintage is bottled at 54.8% ABV. Each bottle is individually numbered and carries the signature of Writers’ Tears creator - Bernard Walsh. The 2023 release is limited to 8,700 bottles. The prestige whiskey is for sale across selected markets worldwide, with 1,800 bottles destined for the USA and 6,900 bottles allocated to markets across the rest of the world, including Canada, Ireland, France, the UK, South Africa and Asia. Announcing this year’s cask strength release, Writers’ Tears creator and co-founder of Walsh Whiskey, Bernard Walsh, said: “What’s rare is wonderful and triple-distilled cask strength whiskey is just that. Rarer still, unique in fact, is a premium blend of aged Single Pot Still, beautifully balanced by aged Single Malt.…