The redesign pays homage to Jameson’s quality, craftsmanship, rich heritage, and the unique personality that fans worldwide cherish.
While the brand has seen subtle updates over the years, its iconic packaging has remained largely unchanged since 1968, playing a significant role in its success on a global scale.
Central to this refresh, Jameson makes a pivotal evolution in brand storytelling by proudly highlighting its roots in Midleton, County Cork, for the first time on the packaging.
The revamped bottle prominently features the phrase “Crafted for Smoothness at the Midleton Distillery” on the front label, honoring the exceptional location where Jameson is produced.
This addition underscores the quality of the spirit within, which is meticulously crafted and triple distilled by an expert team at the prestigious Midleton Distillery.
This year, Midleton Distillery received recognition as the World’s Most Awarded International Distillery*, a testament to the outstanding quality and craftsmanship of its whiskey production.
Additional subtle yet impactful changes to the Jameson Original packaging include a brighter color palette for enhanced shelf visibility. Raised shoulders emphasize the Jameson name, while a refined logo and modernized crest enhance its iconic presence, all contributing to a cohesive, family-focused portfolio design.
By enhancing tactile features—such as increased foil detailing, textured varnishes, embossing, and micro-embossing—the redesign creates a more premium look and feel, aligning with current trends in food and drink packaging durability and sustainability.
This visual evolution reflects the historical journey from the Jameson Distillery at Bow Street over 200 years ago, moving to Midleton in 1975, and solidifies the brand’s standing as a paragon of Irish whiskey excellence today.
Carol Quinn, Archivist at Irish Distillers, comments: “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 ushering 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, stated: “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 center 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 recognizable worldwide.”
