Lewis Moberly repositions Irish Mist in whiskey category

The whiskey liqueur has been relaunched in a high-shouldered tall bottle to position Irish Mist in the premium whiskey category.

“Irish Mist is a much loved product, but its presentation in a dumpy, decanter bottle created an old fashioned and special-occasion aura for the brand,” said Mary Lewis, design director at London-based Lewis Moberly.

The bottles are being manufactured by Allied Glass.

Irish Mist has been given a more contemporary logo, in black and white, to give it impact in dimly-lit bars.

Lewis Moberly also designed a gift carton, which features a celtic trompe l’oeil, through which the bottle is glimpsed.

“The new bottle needed to be introduced on the carton in an intriguing and unusual way,” added Lewis.

The redesigned product started appearing in stores this month.