The giftset celebrates the 30th anniversary of The Pogues song Fairytale of New York

The giftset celebrates the 30th anniversary of The Pogues' song Fairytale of New York

Halewood Wines & Spirits has lined up new packaging for The Pogues Irish Whiskey as it looks to highlight the brand's background and association with music. 

The company said this week the new identity centres around the brand's Irish heritage and connection with the music industry. The Pogues brand is a joint venture, which started in 2016, between Irish band The Pogues and drinks firm Halewood.  

The brand revamp also features a limited-edition pack, inspired by the band's lyrics. The gift set celebrates the 30th anniversary of The Pogues' song Fairytale of New York. 

"Consumers continue to be on the quest to discover something new, something that reflects who they are, and that is different to everything else," said Anja Weise-O'Connor, senior marketing manager at Halewood. "They are looking for a brand that is distinct as they are. We've made a concerted effort to create a brand identity that is in keeping with the band, one that has artistic licence and is free from category conventions, which we are confident will resonate with current consumer behaviour."

Last July, Halewood acquired a holding in Irish whiskey producer West Cork Distillers.

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