Dubliner Irish Whiskey relaunches in Australia with bold new look
Made in the heart of the Liberties district of Dublin, the award winning Dubliner Whiskey relaunched in Australia in 2021, unveiling their new visual identity, with a fresh logo and bottle design that reflects the vibrancy of modern Dublin.
After receiving wide acclaim in the U.S. and the UK, Dubliner’s new design - which will be featured across the range including the Dubliner Bourbon Cask Irish Whiskey and Dubliner Whiskey & Honeycomb Liqueur - puts the focus squarely on the brand’s distinct personality and provenance. The simplicity of the new packaging aims to encapsulate the straight-talking style for which Dubliners are renowned for as well as celebrate its young and contemporary audience.
Spear-headed by the young and dynamic Irish team from the Dublin Liberties Distillery, they believe this package relaunch is the perfect way to welcome in a new age of whiskey drinkers.
“Irish Whiskey is one of the most dynamic alcohol categories in the world currently, yet we know that to appeal to Gen Z and Millennial consumers, we need to give them something bold, delicious and uncomplicated – accessible to all ages and tastes,” said Marketing Manager at GAP Drinks Nicole Moore. “So, being redesigned and driven by our young and passionate team of distillers, we can now confidently say we are producing a whiskey made for the people, by the people.”
To bring the new look to life, a comprehensive integrated marketing plan included online, PR, on trade, social and retail activities, to target and connect with new audiences, setting the brand up for success now and into the future.
As part of the campaign, localised social content reached 2.2 million unique consumers, with Dubliner Whiskey & Honeycomb signature serves creating the most engagement and excitement online. PR and influencer activity generated an impressive reach of 35 million across social, editorial and advertorial activity.
The refreshed new look has been rolled out across the Dubliner core range, including Dubliner Whiskey & Honeycomb Liqueur and Dubliner Irish Whiskey.
