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11.2009

Massachusetts Beverage Business

archivedBrandNews

IRISH MIST

This Irish whiskey liqueur has a new package designed to position the spirit as an accessible mixer and approachable beverage.  Moving significantly away from the decanter shaped bottle of the past, the new, taller design takes its inspiration from the Irish whiskey category itself.  The new packaging will be positioned in bars and stores alongside Irish whiskeys.  A refreshed logo maintains the brand’s Celtic roots while being easier to spot on the back bar and store shelves.  The updated tagline “Ridiculously Sociable” encapsulates the positioning aimed at attracting a new audience of men and women age 21 to 35.  A new website and cocktail recipes can be found at irishmist.com.  Available from Horizon Beverage Company

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