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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.
Writers’ Tears undertakes a programme of celebrations for the Centenary of Ulysses Carlow, Ireland - 25, May 2022: Writers’ Tears® super-premium Irish whiskey has released a limited, collector’s edition bottle of its Copper Pot expression. The bottling commemorates the centenary of one of the world’s most renowned literary works - James Joyce’s Ulysses. The limited-edition bottle, designed by Studio Minerva of London, features a striking screen-print and line drawing of Sweny’s Pharmacy, which Joyce himself visited in 1904 and features in Episode 5 of Ulysses. Supported philanthropically by Writers’ Tears, today Sweny’s Pharmacy is a cultural centre dedicated to celebrating Joyce and Ireland’s other great writers through daily readings, both online (Facebook) and in the pharmacy. The special Writers’ Tears Copper Pot release is limited to just 5,442 bottles and is available in Ireland (including at The Loop in Dublin Airport), Austria, Canada, France, Germany and the UK at a . RRP of €45/ STG£35. Announcing the release of the special bottling, Bernard Walsh, Creator of Writers’ Tears and Managing Director of Walsh Whiskey, said: “Celebrating Ireland’s literary greats has always been at the core of Writers’ Tears and there is none greater than James Joyce. We are delighted to…
12th Release of the super-premium Writers’ Tears Cask Strength whiskey is limited to 7,920 bottles worldwide (2,100 USA & 5,820 RoW) Carlow, Ireland – 7 April 2022: The 2022 vintage of Writers’ Tears Cask Strength whiskey, the 12th edition of the super-premium expression from Walsh Whiskey, has been released. It is a unique cask strength whiskey crafted through an exceptional marriage of aged Single Pot Still and Single Malt Whiskey. Both whiskeys are triple distilled, natural non-chill filtered and aged in American Oak Bourbon barrels. This year’s vintage is bottled at 54.6% ABV. Each bottle is individually numbered and carries the signature of Writers’ TearscreatorandWalsh Whiskey Co-founder - Bernard Walsh. The 2022 release is limited to 7,920 bottles. The super-premium whiskey is for sale across selected markets worldwide, with 2,100 bottles destined for the USA and 5,820 distributed across the rest of the world, including Travel Retail. Stockists and distributors of Writers’ Tears internationally can be identified through the search function on the Walsh Whiskey web-site - Buy | Writers' Tears | The Irishman Premium Irish Whiskeys (walshwhiskey.com) . The RRP is USD$150/ €140. Announcing this year’s cask strength release, Writers’ Tears creator and Co-founder of Walsh Whiskey, Bernard Walsh, said: “Cask strength Irish whiskey is still quite rare, but our vatting combining both Pot Still and Single Malt is truly unique. Consumers are looking to trade-up their Irish whiskey experience and this is a genuine super-premium expression that has steadily built a following internationally over…
WHAT?: Turtle Bunbury will explore the extraordinary lives of adventurous Irish characters in conversation with whiskey entrepreneur Bernard Walsh, while matching them to whiskeys from The Irishman portfolio. WHERE & WHEN?: A Free Facebook Live event at 7pm WET/GMT // 8pm CET // 9pm EET on Wednesday 6th April (next). Carlow, Ireland – 31st March 2022: Whiskey entrepreneur Bernard Walsh will join author and historian, Turtle Bunbury to co-host a Facebook LIVE event exploring extraordinary historical Irish lives and matching them to whiskeys from The Irishman whiskey portfolio. The free Facebook Live event on The Irishman’s Facebook page is at 7pm WET/GMT // 8pm CET // 9pm EET on 6th April next. The Irishman, which is dedicated to the exploration of Single Malt whiskey, is supporting Turtle Bunbury’s Global Irish, a new podcast series celebrating the extraordinary lives of Irish people who found fame in the 18th, 19th and early 20th centuries, coinciding with the first golden era of Irish whiskey. The fireside chat and whiskey tasting will take place, via The Irishman Whiskey | Facebook page deep in the Irish country-side in the library at Lisnavagh House, home to Turtle’s family since the 17th century. The extraordinary…