Quintessential Brands is hoping to challenge Jameson’s dominion of the Irish whiskey category with its revamped Dubliner brand.
The whiskey has been given a “bold, contemporary design” focusing on its provenance and heritage.
Its name is featured in large text across the front of the bottle, which QB said highlighted “the pride [it] has in being the Irish whiskey brand to bear the name of its home city”.
Quintessential Brands marketing director Russel Kirkham said there was “a great deal more growth yet to be unlocked” in the Irish whiskey category.
The new bottles will hit Sainsbury’s this month (rsp: £30/70cl).