Following its UK retail debut in Sainsbury’s last November, The Dubliner Irish Whiskey is unveiling a striking new look that aims to entice a new generation of whiskey drinkers into the Irish whiskey category.
The re-launch comes as Quintessential Brands – majority owner of the Dubliner – reveals it has identified growth potential worth £8.2million for Irish whiskey, if the category can succeed in attracting new Gen Z and millennial consumers.
The new look Dubliner Irish Whiskey bottle – which will launch in Sainsbury’s stores nationwide from this month [March], priced at £30 – eschews traditional packaging in favour of a bold, contemporary design that puts the focus squarely on the brand’s provenance. The brand’s name is featured in large bold text across the front of the bottle, highlighting the pride the brand has in being the Irish whiskey brand to bear the name of its home city of Dublin.
The simplicity and contemporary look of the new packaging aims to appeal to the new generations and reflect the straight-talking style that Dubliners are renowned for; a style embodied by its tagline, “Just Good Whiskey”.
Russell Kirkham, Marketing Director for Quintessential Brands UK, comments, “Irish Whiskey is one of the most dynamic categories in the UK currently, enjoying significant growth in the last year especially, but we believe there’s a great deal more growth yet to be unlocked by appealing to Gen Z and millennial consumers with The Dubliner’s distinct Bourbon Cask finish – especially those who have bought into American whiskey in recent years.
“The Dubliner offers outstanding quality and with its eye-catching new look, the Dubliner is the complete package and really stands out on shelf. We’re excited to see how the new look is received by UK shoppers and while this year won’t be your usual St. Patrick’s Day, we do hope they’ll join us in raising a glass to Ireland. Here’s hoping we’re all back celebrating together next year!”
The Dubliner Bourbon Cask will be on promotion in Sainsbury’s for £20, down from £30, from 4th March – 24th March. This will be supported by in store and online media. The new Dubliner Irish Whiskey bottle will roll out later this year to customers in all channels in the UK.
The Dubliner Irish Whiskey is part of the Dublin Liberties Distillery’s portfolio of Irish whiskeys, majority owned by Quintessential Brands. Renowned Irish Whiskey expert and Master Distiller, Darryl McNally, leads the team at The Dublin Liberties Distillery, which opened in February 2019 and is considered one of the leading distilleries driving the successful revival of Dublin’s distilling scene.
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 Calculated using IRI Supermarket GB & NI data is from 29th December 2019
For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]
ABOUT QUINTESSENTIAL BRANDS GROUP
Quintessential Brands is an award-winning international spirits company, dedicated to distilling and crafting the world’s best alcohol brands for consumers and customers globally. Pioneering spirits of the industry, inspired since 1761 by their founder, Thomas Dakin, Quintessential Brands Group delivers a diverse portfolio of award-winning, best-selling spirits with unrivalled heritage and craftsmanship.
Founded in 2011 by Enzo Visone, former CEO of Gruppo Campari, and entrepreneur, Warren Scott, Quintessential Brands Group owns world-class manufacturing facilities across Europe, including G&J Distillers, the world’s oldest continuous gin distillers, in Cheshire, UK; L&L in France, a leading manufacturer of fruit spirits and liqueurs; Irish Cream artisan producers, First Ireland Spirits; and the Dublin Liberties Distillery, which opened in 2019. Renowned for its white spirits expertise at G&J Distillers, Quintessential Brands has won International Spirit Challenge Gin Producer of the Year three times and is fast winning a reputation as one of the most exciting new Irish whiskey producers to emerge on the scene.
Quintessential Brands’ award-winning premium brands portfolio includes Greenall’s The Original Handcrafted Gin, BLOOM London Dry Gin, Thomas Dakin Small Batch Gin, Berkeley Square London Dry Gin, and Opihr Gin. Its Irish brands include The Dubliner Irish Whiskey, The Dublin Liberties Irish Whiskey, The Dead Rabbit Irish Whiskey, Feeney’s Irish Cream Liqueur and O’Mara’s Irish Country Cream. iqueurs in the portfolio include Alizé and Toussaint Coffee Rum Liqueur. The company is also a leader in contract bottling and own label & private label spirits, working with retail partners across the world to provide spirits solutions of unrivalled quality.