Europe’s largest Scotch whisky, JεB today launches its £5 million pack redesign to consumers in the on and off trade, 'Start a Party' campaign launched earlier this year.
The new bottle design, with its angular shoulders and clean tapered lines, projects a more striking silhouette, setting JεB further apart from its competitors. The foot is more pronounced, the neck narrower, the shoulders raised and the eyebrow in synch with the label, creating an integrated and masculine profile. Eye-catching embossing on the rear adds sensory appeal and highlights the product’s handcrafted qualities.
'The redesigned pack has a bolder more contemporary look that gives it extra bar and shelf stand-out', says Nik Keane, the Global Brand Director of JεB. 'The new pack highlights the brand’s role as the ultimate party whisky with an edgy design that will appeal to party goers around the world. Working in synch with our global Start a Party campaign, it will help us achieve substantial growth for the brand during the year ahead.'
The new label shape mirrors the bottle form and is reinforced by sleek black, gold and white borders: exuding a contemporary and vibrant feel. A drop shadow and layered detailing evoke craftsmanship and quality. Justerini & Brooks’ year of establishment sits in a confident black panel reinforcing the brand’s heritage, whilst the redrawn JεB marque demonstrates its iconic status.
The JεB seal has endorsed the pack since the brand’s creation. Now revitalised and given greater prominence, it acts as a reference to the brand’s long and colourful history and a cue for its contemporary energy.
The ‘Start a Party’ campaign is JεB’s new global campaign, running in 20 countries worldwide. As well as staging some of the world’s most exciting parties, the campaign also includes global print and poster advertising featuring a giant mirrorball. The message that drinking responsibly is key to enjoying a party forms an intrinsic part of the campaign which aims to enrich party experiences for people all over the world. The new pack epitomises all things energetic, surprising and fun; the very qualities associated with the ultimate party.
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Notes to editor:
JεB
JεB Rare is the No. 1 Scotch Whisky in Europe, and the second largest Scotch Whisky in the world, selling nearly 6 million 9 litre cases per year. Justerini and Brooks date back to 1749, when they were first established as merchants of fine wines and spirits. JεB Rare Scotch whisky as we know it today was developed in the last century, specifically for the post-prohibition market in the USA. Its smooth and balanced taste comes from perfectly blending 42 malt and grain whiskies.
JεB was a regular on the Las Vegas scene during the 1960s often accompanying the Rat Pack on stage. JεB continues to enrich its party history. Last year’s centrepiece party was the JεB Nightology Boat in Spain – a freight ship painted with 25,195 kilos of JεB Yellow paint and converted into a mobile nightclub. Partygoers were invited on board for any one of 8 individual parties, dancing the night away in port after port around Spain. The range of 'unexpected' party cocktails created for JεB by top world chef Ferran Adria includes one that uses liquid nitrogen as an ingredient.
The recent ‘Start a Party’ campaign is the brand’s first fully global campaign. As well as staging some of the world’s most exciting parties, the campaign also includes global print and poster advertising featuring a giant mirrorball and the JεB responsible drinking advocate, the ‘Mirrorball Man’. The world’s favourite party whisky will take its global Start a Party campaign to every continent during the year ahead, always reminding guests that great parties start and finish responsibly.
Diageo plc Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, JεB, José Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com
Diageo is committed to the responsible marketing of its brands and effective self-regulation across the industry
For Diageo, world-class marketing means responsible marketing. We are proud of the unique part that alcohol plays in the social lives and celebrations of many cultures. Yet we also recognise that alcohol may be consumed irresponsibly, creating problems for individuals and for society as a whole. We are committed to advertising and marketing our brands responsibly.
We are committed to internal self-regulation, as mandated by our own internal Diageo Marketing Code. This Diageo code applies in addition to industry codes and government regulations, and sets the minimum global standards of practice for all Diageo marketing activities around the world including advertising, promotions, brand innovation activities, consumer PR and the development and content of websites.
Diageo is committed to self-regulation for the industry and is a member of leading NGOs and SAOs including the International Centre for Alcohol Policies (ICAP), the European Forum for Responsible Drinking, the Portman Group, DISCUS and The Century Council.
Treated responsibly, alcohol is associated with enjoyment and celebration, but it is common knowledge that excessive or inappropriate consumption can cause health and social problems for individuals and society.
As the world’s leading premium drinks business, Diageo wants to be at the forefront of industry efforts to promote responsible drinking. Our approach is based on the following key principles:
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Set world-class standards for responsible marketing and innovation
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Combat alcohol misuse, working with others on initiatives to reduce alcohol-related harm
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Seek to promote a shared understanding of what it means to drink responsibly.
We focus our efforts on areas where we can use Diageo resources and expertise most effectively, taking into account the expectations of consumers, commercial partners, governments and employees. We also collaborate with other leading drinks companies and industry-funded organisations around the world to help remind consumers to drink responsibly at all times.