Bulletproof Updates Kilbeggan’s Brand Identity and Packaging for the Rollout in the U.S.

A 256-year-old, well-established Irish whiskey brand, Kilbeggan, owned by Beam Global since 2012, is relaunching in the U.S. with a new identity and packaging by the London-based branding expert Bulletproof.

First unveiled two weeks ago to coincide with the St. Patrick’s Day celebrations, the new look reflects the brand’s rich history and the drink’s quality through styling, colour and subtle print finishes. The new packaging features an image of the old distillery and its water wheel that have always been on the label since the year the whiskey brand was founded.


Photo: original (old) Kilbeggan packaging design


Photo: new Kilbeggan package design, developed by Bulletproof

The relaunch of Kilbeggan on the U.S. market has been supported by the first-ever marketing push that humorously «showcases how Ireland is coping with the fact that their precious treasure is now available in the U.S». The campaign includes the series of 6 videos that can be viewed on the brand’s YouTube channel and Facebook page, as well as print, digital and experiential activities that kicked off just ahead of the St. Patrick’s Day celebrations in the U.S.

In fact, the «Irish treasure», Kilbeggan, has been available in the U.S. for quite a while, showing the fastest growth rate among other Irish whiskey brands, since it was bought by Beam Global as part of a €73 million deal for the Cooley Distillery in January 2012, Irish Times reports.