The idea is to let consumers discover, learn and experience the craft of whiskey making through telling the story of the people behind the scenes. Craft is the combination of a unique set of ”who-what-how”: the makers, their skills and their tools. Focusing on the Head Distiller, Head Cooper and Head Blender, the series is a tribute to the craft they’ve spent years mastering. The whiskeys are named after each maker’s favourite tool and include a distillate-driven, a wood-driven and a blend-driven whiskey– each representing a particular craft and craftsman. The central element of the design is the craftsmen’s tools, a tangible connection between the person and the skill.

The core of the design is the name of the makers’ tool, which represents their work and attitude. The label is down-to-earth and stripped from ostentatious status badges, keeping close to both the craft ideals and the Jameson brand. The tools are portrayed using original hand-made styed illustrations that were inspired by copper engravings and reflect the craftsmanship feel of the whiskey. The craftsman’s copper-coloured fingerprint symbolizes the personal touch of each and adds a sense of premiumness and unpretentiousness to the design. Copper plays a key role in the design. It’s a lively, warm, authentic and casual material naturally linked to whiskey making. To capture that bold, clear spirit, a typeface inspired by classical newspaper design and old, letterpress wood types, is used. The bottle has characteristic round shoulders, with angles that correspond to the Original bottle’s shoulders and the roundness inspired by the bottles in the Jameson Archive.

The Whiskey Maker’s Series is still in it’s roll out phase, but distribution across geographies, along with consumer and trade feedback is extremely strong. As consumers become ever more discerning, and ever curious about the processes and provenance behind the products they consume, The Whiskey Maker’s Series seeks to offer a duality of value to consumers. First, it offers more experienced Whiskey drinkers three award-winning celebrations of each of the key stages in Whiskey production, and a unique insight into the impact of Distillation, Blending, and Maturation on the final spirit. Secondly, it brings to the fore an intriguing and credible tale of the personality behind each of the liquids, digging deeper to uncover the names and faces behind the brand.