Castle Brands has launched new packaging and an "edgy" marketing campaign for its Clontarf Irish whiskey brand.

Speaking to just-drinks today (15 February) Castle Brands vice president, marketing & public relations Roseann Sessa said: "We're targeting 'The Millenials' (those born between 1980 and 2000) are in their late twenties now. We want to reach out to socially active 21-30 year olds, the kind who live on their computers."

The updated the bottle labeling launch will supported by print advertising and POS material, bearing the tagline: "The New Irish" as well as "Kiss me, I'm Irish". An updated website is also under development, which Sessa said aims to target consumers that are "fun, interactive and lifestyle-driven".

Sessa added: "Irish whiskey, with its very approachable flavour profile, is new again and is a natural next step. Clontarf is not their father's whiskey. The brand was 'born' in 1998 and is therefore itself part of the millennial generation."

Clontarf Irish whiskey will roll out across the US and Europe, retailing at US$19.99 for a bottle of Clontarf Classic Blend and $29.99 for Clontarf Single Malt.