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New look for Irish Mist unveiled

The new design which will move the liqueur brand closer to the Irish whiskey segment was revealed to 31,000 consumers at Taste of Dublin

The new look Irish Mist, Ireland’s original whiskey liqueur, was showcased to over 31,000 guests at this year’s Taste of Dublin. Irish Mist has been given a completely new image with a modern whiskey bottle shape that better reflects the taste of the world-famous drink. Visitors to this year’s Taste of Dublin were invited to enjoy the rich liqueur straight over ice or with the universally loved combination of cola with a slice of fresh lime.

An icon Irish brand, Irish Mist drew huge interest from discerning, adult drinkers at the event in Dublin’s Iveagh Gardens. The new bottle moves the brand closer to the Irish whiskey category and away from specialist liqueurs. With the increase in the Irish whiskey and cocktail markets, Irish Mist is set to experience strong growth and judging by the feedback at Taste of Dublin, there is huge potential for a new audience base for the brand.

While the bottle may have changed a number of times in the past 60 years, the liqueur itself has retained its original recipe, which remains a secret known only by the blenders in Clonmel, County Tipperary.

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