The Pogues Irish Whiskey has launched a new brand identity, bottle and limited-edition gift set.

The new identity is its first update since its launch in 2015 and it focuses on key elements of its Irish heritage and association with the music industry, through playful and intriguing visual Celtic-inspired illustrations. The new creative uses the band’s lyrics as its muse.

The iconic black bottle now has a new gloss finish and plain black neck, while the limited edition gift set – in celebration of the 30th anniversary of The Pogues iconic song Fairytale of New York – comes complete with a special booklet, detailing the origins of the band and the song, coupled with the brand’s history and tasting notes.

The brand was born out of a collaboration between Irish punk rock band The Pogues, independent Irish Distillers West Cork Distillery and Whiskey Hall of Fame entrant Frank McHardy.

Anja Weise-O’Connor, senior marketing manager at Halewood Wine & Spirits, said: “Consumers continue to be on the quest to discover something new, something that reflects who they are, and that is different to everything else. They are looking for a brand that is distinct as they are.

“We have made a concerted effort to create a brand that is in keeping with the band, one that has artistic licence and is free from category conventions, which we are confident will resonate with current consumer behaviour.”