Jameson ‘deepens connection’ with shoppers with smart-tech bottles for St Patrick’s Day

Irish Distillers-owned brand Jameson has unveiled limited edition bottles that allow drinkers to design their own whiskey label with their smartphones in time for St Patrick’s Day.

The bottles, which are designed by well-known Dublin-based designer and illustrator Stephen Heffernan (AKA Hephee), incorporates smart technology that allows drinkers to make their own virtual label online using the artist’s template and icons.

The neck of the bottle includes a QR code, which customers can scan on their own smartphones to access the online “design experience”.

Whiskey fans can then customise their own label through hidden icons also designed by Heffernan and, once they are happy with it, enter it into a competition win a bespoke Jameson Bar Sign. Participating consumers in key markets can also enter into a competition to win their own personalised limited-edition bottle.

Brendan Buckley, international marketing director at Irish Distillers, said: “We are hugely excited about this innovative Jameson bottle. This year we are deepening the connection with our fans with an offering that reflects the brand’s appreciation of local talent through Stephen’s artwork, and encourages digital engagement that taps into the growing popularity of customisation through the connected nature of the bottle.”

This eighth addition to the Jameson limited-edition bottle series will be available through off-trade channels in 22 markets, including Japan, Canada, Poland, Czech Republic, New Zealand, Switzerland, Italy, Estonia, Hungary, Croatia, Norway, Korea, Greece, Jordan, Lebanon, Malta, and of course, Ireland,  from the beginning of February.