ABOUT

Introduction:
Redbreast Dream Cask, a premium limited edition aged whiskey with a rich heritage, has always prided itself on exceptionally unique quality and presentation. However, with a growing focus on sustainability, Irish Distillers Pernod Ricard, alongside their agency, challenged Brand Addition (a UK-based POS & Packaging Supplier) to develop new packaging for the 2021 release that adhered to stricter environmental guidelines. This packaging solution has been honed over the past three years to culminate in award-worthy solution with Dream Cask Zenith Edition for 2024 – the final edition of the Dream Cask series.
Collaboration and Design Process:
Guided by Irish Distillers' vision and the mandate to no longer use bottle bags, Brand Addition embarked on an ideation process for Dream Cask. We sought a packaging solution that not only protected the product but also offered a reusable element that connected with Dream Cask's loyal customer base, and embraced the story of each year’s release.
Drawing inspiration from a vintage store discovery – a secret book pocket holding a hipflask – Brand Addition envisioned a Heritage-shaped box. This concept beautifully married the functionality of the traditional booklet (presented with each previous release) with a keepsake-worthy box. The booklet content was seamlessly integrated within the box design, preserving Redbreast Dream Cask's heritage and enhancing the bottle's presentation.
Sustainable Materials and Practices:
Sustainability was key. Brand Addition, in collaboration with Irish Distillers, ensured the Dream Cask Heritage Keepsake Box is crafted from FSC certified paper, aligning perfectly with Irish Distillers' guidelines and consumer expectations.
Balancing Luxury and Cost-Effectiveness:
Luxury needn't be extravagant. The Heritage Box achieves a premium expression through its unique shape, high-quality printing, and storytelling elements. However, Brand Addition, working closely with Irish Distillers, ensured the design remains cost-effective, through the use of key design and a preferred supply base.
Standing Out in the Crowd:
The Redbreast Dream Cask Heritage Box stands out from traditional VAP packaging in several ways:
• Unique Design: The book format is a captivating departure from standard boxes, instantly grabbing attention and sparking consumer interest.
• Storytelling Integration: The box seamlessly blends product information with brand history, creating a richer consumer experience.
• Keepsake Value: The sturdy, keepsake box becomes a treasured memento, fostering brand loyalty and engagement.
Conclusion:
The Redbreast Dream Cask Heritage Box exemplifies how a remarkable story can co-exist with a luxury reusable element, whilst still maintaining the heritage of a brand. Brand Addition, in collaboration with Irish Distillers, believes this innovative packaging design is a strong contender for the "Aware" award in the Luxury Packaging category.