Irish Distillers has unveiled a new packaging design for its Redbreast range of single pot still Irish whiskies over a century after the brand was first introduced.

The bottle is intended to highlight Redbreast’s heritage and brand, as well as broaden its appeal to new consumers. It will feature the Robin Redbreast in different flight positions, drawn by illustrator Denise Nestor.

The front label will also depict images of the main ingredient of each whiskey on top of a bright cream-coloured and textured background.

The shape of the original bottle has been enhanced with raised tactile embossing. Each whiskey variant will have its own colour pallet.

The beverages’ gift cartons have also been upgraded, showcasing new artwork.

Irish Distillers said that the new packaging and bottle designs will be released throughout the year, beginning with Redbreast 12-Year-Old, Redbreast 15-Year-Old and Redbreast Lustau this month.

The packaging will be introduced to Redbreast 21-Year-Old and Redbreast 12 Cask Strength later in 2019.

Irish Distillers international marketing director Brendan Buckley said: “Redbreast has gone from strength to strength to become the largest selling and most decorated single pot still Irish whiskey in the world.

“We are committed to investing in the success of Redbreast and are confident that the premium new design will do justice to the exceptional expression in each bottle to attract a new generation of whiskey drinkers.”

According to Irish Distillers, the Redbreast bottle dates back to at least 1912, when Jameson Irish Whiskey entered an agreement with Gilbey’s Wines & Spirits to supply a new spirit from its Bow St Distillery for maturation.