Castle Brands Introduces New Packaging and Brand Identity for Knappogue Castle Single Malt Irish Whiskey

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Castle Brands Announces the Release of a Redesigned Bottle and Label for Knappogue Castle Single Malt Irish Whiskey and its Three Core Expressions

Knappogue Castle Single Malt Irish Whiskey 12 Year

“Our whiskey has always been of exceptional quality. However, we needed a more contemporary look to appeal to younger consumers and sophisticated single malt drinkers” says Alejandra Peña, SVP Marketing at Castle Brands.

Castle Brands announces the release of a redesigned bottle and label for Knappogue Castle Single Malt Irish Whiskey and its three core expressions including 12-year Single Malt Irish Whiskey, 14-year Twin Wood Single Malt Irish Whiskey and 16-year Twin Wood Single Malt Irish Whiskey. The new bottle will be available in retail outlets, bars and restaurants nationwide in spring 2016.

If a label tells the story of a brand, then Knappogue Castle’s new packaging speaks to craftsmanship, purity of product and pays homage to the beautiful 15th century castle built in 1467 by Sean MacNamara in County Clare, Ireland for which the brand is named.

The new packaging is a natural evolution for Knappogue Castle, one of a few single malt Irish whiskeys available on the market. Irish whiskey as a category currently represents the fastest growing premium spirit globally; in the last decade, it grew over 200%. Quality single malt producers like Knappogue Castle underpin the international brand recognition of Irish whiskey as a category.

“Our whiskey has always been of exceptional quality. However, we needed a more contemporary look to appeal to younger consumers and sophisticated single malt drinkers” says Alejandra Peña, SVP Marketing at Castle Brands.

The new packaging, designed by Craig Mackinlay of Breeze Creative in Glasgow, Scotland, is a complete overhaul that considered every possible design component including the shape of the bottle, fonts, label size, shape, copy and color palate.

Breeze Design has received many international awards, including five Graphis Gold Awards for packaging design, the global design industry’s equivalent of the Oscars.

“Knappogue Castle Single Malt Irish Whiskey has origins that date back to 1467, so we did not want to take a radical approach; instead we used a combination of traditional and modern fonts in a clear and informative manner,” explains Mackinlay. “We also tried to get away from the traditional square/rectangular labels, so if one’s eye is moving across a bar shelf, or a shop shelf, the shape stands out. The aqua blue is not a traditional whiskey color, so it also helped to give the label some zing.”

A black and white drawing of Knappogue Castle, the brand’s namesake and inspiration, remains on the label, the one consistency from the previous packaging. In the current image, however, the hedges have been trimmed allowing for better visibility of the castle itself.

“We wanted the castle to be more prominent,” explains Alejandra Peña. “It’s where the brand began with Mark Edwin Andrews and his impressive and rare collection of pure pot still Irish whiskey that inspires everything that we do.”

About Knappogue Castle Single Malt Irish Whiskey
Knappogue Castle Single Malt Irish Whiskey is named after Knappogue Castle, a 15th century castle in western Ireland, restored by Mark Edwin Andrews and his wife, a prominent American architect, upon purchasing it in 1965. At the castle he amassed an impressive and rare collection of pure pot still and single malt whiskey; when the whiskey reached its peak age, it was bottled and named after his beloved Knappogue. The castle was sold in 1996.

Today, Mark Andrews continues his father’s legacy with Knappogue Castle Single Malt Irish Whiskey, a superb single malt made exclusively from malted barley, triple distilled one batch at a time in copper pot stills and aged in bourbon oak casks for a minimum of twelve years. Before the introduction of Knappogue Castle 12-year-old, Knappogue Castle was vintage dated, based on the year of distillation, and changed each year. Vintages included 1990, 1991, 1992, 1993, 1994, and 1995.

Knappogue Castle changed from vintage dating to age dating in a decision to make a more consistent product that reflected their commitment to optimal maturation. Limited editions Knappogue Castle Twin Wood 16-year-old and 14-year-old, aged in two types of wood, bourbon & sherry casks, were first bottled in 2010 and 2012, respectively. Knappogue Castle 1951, the last bottling of Mark Edwin Andrews, is coveted by connoisseurs as the oldest and rarest commercially available Irish whiskey in the world. Please visit our new website. http://www.knappoguewhiskey.com/

MEDIA CONTACT
Rachel Harrison
Lion & Lamb Communications
Rachel.Harrison@LaLcomm.com
LaLcomm.com
646.262.8506

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