Jameson Reveils a Subtle New Look For Its Whiskey

Friday, 01 August 2025 at 17:01Jameson

What do you do when your bottle is perfectly fine, but it could use a slightly more noticeable tone? You subtly adjust your label. That's what the Irish Jameson has just done.

FAQ

Why is Jameson changing its packaging in 2025?
To better connect the story of the whiskey and the Midleton Distillery with the consumer, without losing the iconic design.
What are the main changes to the bottle?
A brighter color palette, increased embossing, a refined logo, and a reference to Midleton Distillery.
When will the new Jameson bottle be available worldwide?
From the end of July 2025, in various formats.

Jameson whiskey with a subtle update

Whiskey makers sometimes revamp the labels on their bottles to keep up with the times. That's what Jameson has done as well, giving their trusted green bottle a new look. The change is subtle, but is meant to help stand out more on the shelves.

Carol Quinn, archivist at Irish Distillers, says that the bottle's update is a symbolic journey from the original distillery in Bow Street to the production center in Midleton

'This redesign is about more than just aesthetics, it deepens the connection between what consumers see on the shelf and the story behind the whiskey.'

Carol Quinn

What's changing about the Jameson whiskey bottle?

The bottle is getting a few changes. The biggest change is a reference to the distillery: ‘Crafted for Smoothness at the Midleton Distillery’.

In addition, the label's colors have been freshened up and the embossing has been raised for more relief. The change makes the bottle slightly more up-to-date and feels more premium, but is still familiar to Jameson fans.

More bottles being revamped

Jameson is starting with the Jameson Original, but plans to also tackle the Crested and Distillers’ Batch. Whether these bottles will get a similar facelift is not known.

Fun fact:

Did you know that since 1975, Jameson has no longer been distilled in Dublin, but in Midleton, where one of the most modern distilleries in Europe was built at the time?