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Culturally Creative: Jameson Whiskey Dublin Bottle

Culturally Creative: Jameson Whiskey Dublin Bottle

No one parties or packages like the Irish. For the past five years, Jameson has introduced a limited-edition bottle for St. Patrick’s Day. Just like the triple distilled whiskey, the bottle design goes through a meticulous design process. Local illustrator Steve Simpson worked on the project for 21 months. But finally, the bottle is now available for sale in 55 countries.

label 1

The Jameson name is centered on the O’Connell bridge with the angels’ wings on either side. Simpson took every oportunity to play with the label, including flirting with the barcode.

back side label

wrap around neck

bar codes


Inspired Simpson’s arrival to Dublin in 1990, the subtle heart-shaped label encompasses the welcome, friendliness and safety the city offers.


Local slang and quotes intertwine with city landmarks. The design’s energy resembles the craic and passion in the Irish people.

sketch 3 sketch 2

While some preliminary drawings included a red color scheme, Simpson and Jameson ultimately decided on a traditional, green label for the holiday packaging. Although a red label would have been refreshing, it also creeps closer to looking like a Christmas edition.

sketch 4


How many Dublin landmarks can you identify? What are your thoughts on this St. Paddy’s bottle?

full bottle

Jacqueline Till
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