The Dubliner gets new look to tap into Irish whiskey growth

The Dubliner Irish Whiskey is unveiling a new look to tap into a potential £8.2 million opportunity for Irish whiskey, according to majority owner Quintessential Brands.

The brand owner hopes the relaunch will help attract new Gen Z and millennial customers into the category.

The new look bottle, which will launch in Sainsbury’s stores nationwide this month, 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 also 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 company said.

Russell Kirkham, marketing director for Quintessential Brands UK, said: “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 are 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 will join us in raising a glass to Ireland. Here’s hoping we are all back celebrating together next year.”

The Dubliner Bourbon Cask will be on promotion in Sainsbury’s for £20, down from £30, from March 4 to March 24. 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.

Irish whiskey expert and master distiller, Darryl McNally, leads the team at The Dublin Liberties Distillery, which opened in February 2019.

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