New look launched for The Pogues Irish Whiskey

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A new bottle and brand identity have been launched for the Irish whiskey developed in collaboration with legendary band The Pogues.

Originally released two years ago, The Pogues Irish Whiskey has new branding that focuses on key elements of its Irish heritage and association with the music industry through “playful and intriguing” Celtic-inspired illustrations.

The bottle is still black but it has a new gloss finish and plain black neck, allowing the bottle to stand out on the back bar. The revamp is designed to strengthen the whiskey’s positioning, attract new audiences and build on its growing popularity in both the on- and off-trade.

Made from a blend of grain and single malt Irish whiskey, The Pogues Irish Whiskey was developed by the band in collaboration with the independent West Cork Distillery and leading whisky distiller Frank McHardy – a member of Whisky Magazine’s Hall of Fame.

They set out to create a new Irish whiskey that was exceptionally smooth and easy-drinking but also very versatile for enjoying neat or mixed however people wanted.

Anja Weise-O’Connor, senior marketing manager at distributor Halewood Wines & 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’ve made a concerted effort to create a brand identity 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.”

Also new is a limited-edition gift set in celebration of the 30th anniversary of The Pogues’ classic song, Fairytale of New York, which comes with a booklet detailing the origins of the band and the song along with the whiskey’s history and tasting notes.

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