Jameson has unveiled the Good Workers, Great Whiskey limited edition carton; a new, annual series of packaging innovations celebrating the heritage of Jameson to help ensure maximum stand-out shelf appeal for the brand.
The Good Workers, Great Whiskey carton celebrates the craftspeople at the Midleton Distillery and the key elements of the Jameson production process through an illustrated style with the use of textured paper. The depiction of the Jameson Barrel Man, which appears on every bottle of Jameson and portrays the distillery's workers, sits alongside iconography representing Jameson's use of locally sourced barley, triple distillation method and maturation processes.
Each addition to the collection will tell a different story inspired by Jameson's centuries old whiskey making process and the people that make it possible, "the Barrelmen". The series is the latest piece of marketing from Jameson as it aims to appeal to adventurous spirits drinkers, who are increasingly thirsty for knowledge about the craftsmanship, heritage and provenance of premium spirits.
POS collateral has also been developed to create theatre in store, including decoration for gondola ends and pallet displays, depicting graphic barrels and a distillery worker carrying a barrel inscribed with the slogan 'Not a drop is sold until it's liquid gold'.
Daniel Lundberg, Global Brand Director for Jameson Irish Whiskey, comments: "Jameson represents the benchmark for quality and consistency in the Irish Whiskey category; a vision that was laid down by John Jameson and realised to this day by the hard work, dedication and passion of the generations of workers at Jameson's Bow St and Midleton Distilleries. Innovation remains at the core of all Jameson's award-winning marketing activity and the Good Workers, Great Whiskey limited edition carton follows suit by marrying together the stories of our distillery workers and production techniques through a modern, contemporary design."