Jameson unveils new look, rebrands product lineup

Irish Distillers-owned Jameson Irish Whiskey has announced the latest evolution of its product lineup, unveiling a refreshed family design and rebranding its Single Pot Still expression as Jameson Distiller’s Batch.

The rollout of Jameson’s new family look began with Black Barrel in 2024, which the brand says has since achieved double-digit growth in the US. The redesign of Jameson Original in July 2025 sought to sharpen the brand’s most iconic elements, and the latest updates now extend to its super-premium-plus whiskies, including the newly renamed Jameson Distiller’s Batch and Jameson Crested, which features a more contemporary design.

The revamped portfolio aims to encourage loyal fans to explore and trade up, while welcoming new consumers into what the brand describes as a world that feels both “familiar and fresh”.

Kevin O’Gorman, Master Distiller at Midleton Distillery, said, “The Jameson family of whiskies is known and loved around the world, standing as a testament to the dedication and skill of the entire team here at Midleton Distillery. With a fresh new look for Distiller’s Batch and Crested, we are better able to tell the story of expertise in whiskey maturation and blending directly on the pack. This very expertise has been honed over 200 years of excellence at Midleton.”

The liquid of Distiller’s Batch, formerly Jameson Single Pot Still, remains unchanged. It continues to be aged in five types of oak casks, hand-selected by the Midleton team, and is described as offering “equal parts complexity and smoothness”.

The updated packaging, featuring O’Gorman’s signature on the front, celebrates the craftsmanship of Midleton’s master distiller and the distillery’s heritage of excellence.

Anna Kelly, Global Head of Marketing at Irish Distillers, added,  “A fresh look for Jameson Distiller’s Batch and Jameson Crested provides an opportunity to spotlight these rarer and older whiskies from Midleton Distillery and from the Jameson family.

As we introduce more contemporary touches while maintaining the same quality liquid within, we broaden Jameson’s footprint in higher-end hospitality destinations and specialist retailers. We have a new opportunity to share our story with engaged whiskey drinkers and invite new consumers to discover Jameson.”

The new Jameson Distiller’s Batch and Jameson Crested bottles rolled out in global travel retail, the Republic of Ireland and the UK in October 2025, followed by launches in the US and other international markets in 2026.