Walsh Whiskey is investing €500,000 in the rebranding between research, commissioning a new bottle design, brand redesign, packaging production and a range of marketing initiatives. The rebrand will support the whiskey brand’s target of doubling sales across its 50+ markets within five years.

Announcing the renewed focus on single malt and the brand redesign, Walsh Whiskey founder Bernard Walsh said: “As the Irish whiskey category continues to develop with increasing variety, it is important that we are clear in our proposition to whiskey consumers. Our message is simple: The Irishman will always be single malt focused – whether championed in pure expressions or blends – and that it will always be triple distilled to leave a lasting impression.”

He added: “We respect and honour Ireland’s great distilling heritage, while also exploring exciting new innovations through the use of rare and unusual woods and finishes, as well as cereal varieties, to influence the single malt spirit. To date this has seen us work with Florio Marsala, Oloroso Sherry, Caribbean Rum and Irish Peated Red Ale. In the generational pursuit of whiskey excellence, our quest for the perfect dram, or taoscán [tay-scawn] of single malt, is just beginning.”

The most striking change in The Irishman rebrand is the introduction of a bespoke, tall, tapered bottle. All expressions in the range are now sealed with a cork which affirms the super-premium nature of the whiskeys. The bottle has strong whiskey cues, including broad ‘shoulders’ and a tapered base. A significant feature of the bottle is a series of embossed phrases around the lower part of the bottle that capture the essence of The Irishman’s focus and purpose, which is ‘to pursue a lifelong journey in search of the perfect dram/ taoscán of single malt, while respecting past traditions and with ambition for future possibilities.