Amber Beverage Group has announced its presence at recently-purchased Irish whiskey The Irishman, unveiling the fruits of a recent rebrand project. The revamp, which is the result of a EUR500,000 (US$565,000) investment, centres around a new design for the bottle, the label and the outer packaging. Also featured is the use of braille as well as nutritional and calorific details of the single malt portfolio. The information is accessible from a QR code as a pilot organised by trade associations SpiritsEurope and the CEEV. The rebranding project was kicked off in April 2020 by then brand-owner Walsh Whiskey, prior to the company's acquisition by Amber late last year. Also announced this week is the addition of a Caribbean Rum Cask Finish expression to The Irishman’s core portfolio, while Founder’s Reserve has been renamed The Harvest. Founder Bernard Walsh, who transitioned with his company’s staff to Amber, is aiming to double The Irishman’s sales within five years. “As the Irish whiskey category continues to develop with increasing variety, it is important that we are clear in our proposition to whiskey consumers,” said Walsh. “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 … .” The rebrand rolls out in Ireland this week ahead of a widening to Europe and Canada from April, the US during the Summer and the rest of the world before the end of the year. The Amber business is owned by SPI Group, which also heads up Stolichnaya brand owner Stoli Group. “I joined Stoli Group to do Mission: Impossible!” - Click here for Just Drinks' interview with Stoli Group CEO Damian McKinney