The Dubliner Irish Whiskey has a brand new look! It isn’t changing what’s inside the bottle, but the brand has debuted a new logo and bottle design that forgoes traditional packaging in favor of a contemporary look that taps into the brand’s personality and reflects the modern renaissance of Dublin.
Created by an all-Irish team, Dubliner’s new branding and marketing speaks to the new Dublin – a city undergoing a revival spearheaded by Millennials and younger creatives – the next generation of whiskey connoisseurs.
Available nationwide, the new Dubliner Irish Whiskey look is being introduced through the brand’s core products: The Dubliner Irish Whiskey, a three-year-old blended whiskey aged in bourbon casks, and The Dubliner Whiskey & Honeycomb, a whiskey liqueur.
“As Irish Whiskey continues its growth as the powerhouse category in the US, we wanted to stand out from the crowd with a new eye-catching look” says Martin Peters, Quintessential Brands North America Brand Director. “The new Dubliner packaging represents not only an attitude and style that reflects our liquid but also connects with what today’s contemporary Dublin is all about, allowing us to reach not only the traditional Whiskey consumer, but other younger imbibers as well—unlocking a whole new consumer base. Dubliner Irish Whiskey is unashamedly bold with its actions and products and that needed to be highlighted in our look as well.”
To celebrate the new branding, Dubliner Whiskey is also rolling out a refreshed brand website and advertising campaign, including a new aesthetic across its social media channels. The brand has even teamed up with Irish hip-hop duo Tebi Rex to headline the campaign (see below).
“Paying homage to our hometown, this fresh design aims to reflect the vibrant modern Dublin we know and love,” says Darren Mooney, Dubliner’s Global Brand Manager. “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.”
The Dubliner Irish Whiskey is part of the Dublin Liberties Distillery’s portfolio of Irish whiskeys, majority owned by Quintessential Brands. Led by Distillery Manager John Park and located at The Dublin Liberties Distillery in the Liberties, which opened in February 2019 and is considered one of the leading players in reviving Dublin’s local whiskey production. Dubliner products are available to purchase starting at $29.99.
