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Jameson unveils fresh evolution of its iconic green bottle
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Thursday, 31 July, 2025, 15 : 00 PM [IST]
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Ireland
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Jameson has unveiled a fresh evolution of its iconic green packaging. Familiar yet contemporary, the redesign celebrates its quality, craftmanship, rich heritage and personality.
Despite subtle refreshes over the years, its instantly recognisable packaging style has remained consistent since 1968, contributing to its global success. Key to this refresh, it makes a small but noteworthy evolution in how it tells its story by anchoring the brand to its home in Midleton, County Cork, for the first time on pack. The redesigned bottle introduces the line ‘Crafted for Smoothness at the Midleton Distillery’ on the front label, a tribute to the singular place where it is made.
Carol Quinn, archivist at Irish Distillers, said, “This redesign is about more than aesthetics, it deepens the connection between what consumers see on the shelf and the story behind the whiskey. The journey from Bow Street in Dublin to Midleton in Cork in 1975 was a turning point in Irish whiskey history. At the time, Midleton Distillery was one of the most technologically advanced distilleries in Europe and the move played a key role in a new chapter for the Irish whiskey industry. This visual evolution mirrors that migration from Bow Street to Midleton and celebrates the brand’s status as a symbol of Irish whiskey excellence today.”
Anna Kelly, global head of marketing at Irish Distillers, said, “The Jameson Original pack restage provided us with an opportunity to link the brand more closely to its proud home at Midleton Distillery. The new messaging on the bottle celebrates Midleton as the centre of excellence for Irish whiskey craft and innovation. This refresh reinforces the premium quality of the liquid without losing the approachability and iconic elements that make the brand so recognisable around the world.”
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