US: Skyy conducts Irish Mist makeover
The company said that the new package was designed to position the spirit as an accessible mixer and a beverage for a broad range of occasions.
Moving away from the decanter shaped bottle of the past, the new, taller design takes its inspiration from the Irish whiskey category.
Consumers will find the new packaging in bars and stores alongside the liqueur's namesake base spirit from this month. A refreshed logo maintains the brand's Celtic roots but the company claims it will be easier to spot on the back bar and on store shelves.
"In recent years, the liqueur category has undergone enormous changes; liqueurs are no longer just after dinner drinks," said Paul Caffrey, brand manager for Tullamore Dew and Irish Mist. "The combination of strength, sweetness and smoothness, makes Irish Mist highly accessible as a sipper, shooter or a versatile mixer."
The tagline for the brand has also been updated to: "Ridiculously Sociable" and is aimed at attracting a new audience of men and women age 21 to 35.
"We want to introduce this unique liqueur to a new breed of consumers," added Caffrey. "The flavour profile of Irish Mist is ideal for today's cocktail enthusiast."
Like the other sectors of our industry, the economy cast a shadow over the spirits category in 2009. The aftershocks of the downturn spread around the world, with Scotland appearing to be the epicentr...
- The End of the Road for International Beer Brands?
- Comment - Another One Bites Bacardi's Dust
- Allegro: The shape of things to come at Pernod?
- Pernod Ricard's FY Performance by Region, Brand
- US craft vodka puts squeeze on Pernod's Absolut
- Mast-Jägermeister targets UK off-trade boost
- Pernod bemoans tough FY as sales, profits drop
- ASA bans Jägermeister TV ad
- Bacardi announces CFO switch
- SABMiller exec to become CFO at Beam Suntory