Irish Distillers-owned Jameson Irish Whiskey has been one of the most popular and reputed whiskies in the world. The whiskey brand, founded in 1780, has grown from a local distillery into a global icon, having entered India in the 2010s. However, after years of staying true to its brand identity, Jameson is set to refresh its design and branding and rename the Jameson Single Pot Still to Jameson Distiller’s Batch. Here’s what you need to know about the new brand refresh Jameson Irish Whiskey is rolling out in 2025.
The rollout of Jameson’s new family look began with Black Barrel in 2024, as well as a redesign of the Jameson Original in July 2025. The new refresh for Black Barrel proved successful, since achieving double-digit growth in the United States. Now, the brand refresh is set to extend to its super-premium whiskies, including the newly renamed Jameson Distiller’s Batch and Jameson Crested.
The new design refresh features a more contemporary design, with the revamped portfolio aiming to encourage loyal fans to explore and trade up.
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.”
Jameson Single Pot Still will also undergo a name change to Jameson Distiller’s Batch. However, the taste and formula of the whiskey remains unchanged. It will continue to be aged in five types of oak casks, hand-selected by the Midleton team, offering “equal parts complexity and smoothness”. The updated packaging will feature Master Distiller Kevin O’Gorman’s signature on the label.
The updated packaging for Jameson Crested includes a more sleek, contemporary design. It will feature premium cues such as foiling and embossing. The new redesign is expected to attract new consumers and encourage existing customers to explore the brand’s higher-end expressions.
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.
Anna Kelly, Global Head of Marketing at Irish Distillers, “As we introduce more contemporary touches whilst maintaining the same quality liquid within, we broaden Jameson’s footprint in higher-end hospitality destinations and specialist retailers,” Kelly said. “We have a new opportunity to share our story with engaged whiskey drinkers and invite new consumers to discover Jameson.”
Thanks to its approachable, triple-distilled style, the whiskey became a part of Irish whiskey traditions and gained public recognition for its smoothness and versatility. It’s a brand designed for everyday sipping and mixing alike.
The Jameson Irish Whiskey redesign will introduce a sleeker, more contemporary touch. However, the quality of the whiskey will remain unchanged, promising a delightfully smooth experience in each sip. With a new redesign, the brand will definitely appeal to a wider consumer base and invite them to discover Jameson.
