Jameson continues it's annual St. Patricks Day special limited edition release with a Connected bottle.
Every year Jameson celebrates St. Patrick’s Day by commissioning an artist to create a piece of original art for its Limited Edition Bottle. It’s a tradition which sees artists interpret Irish culture in their own unique style. Each artist is presented with the freedom to showcase their work on a bottle that will be seen in bars around the world. This year Jameson is proud to be working with Steve McCarthy, a Dublin based designer and illustrator. His style is bold, colourful and inspired by the humour and wit of the people that he has been around all his life.
Sine Metu is the Jameson family motto and it has been at the heart of the company since it was founded in 1780. It exists to encourage people step away from the well-trodden path, to being open to new people and new experiences and it is the creative starting point for Steve’s approach.
‘Chance your arm’ is a very Irish expression and today it means to take a risk to achieve an end, to reject the safety of the expected in the hope that something great could happen when you dare to have a go. The saying might be used on a daily basis throughout Ireland but its origins go all the way back to the 15th Century.
In 1492, in Dublin, ‘Black James’ Butler and his men found themselves barricaded behind the door of St. Patrick’s Cathedral in Dublin. On the other side was Gearóid Fitzgerald who, tired of the constant fighting between the clans, decided it was time to make peace. Fitzgerald ordered his men to cut a hole in the door before extending his hand through the gap as a token of friendship. Rather than cut his arm off with a sword, Butler shook it and the long standing feud came to an end, giving Dublin one of its most famous sayings - ‘to chance your arm’.
Over 500 years later, Dublin is still a place where barriers break easily and friendships come in the most unexpected ways. JAMESON LIMITED EDITION ‘CONNECTED’ BOTTLE 2017
In Steve’s design he has brought the ‘chance your arm’ story to life via two outstretched hands exchanging a handshake, which is framed by the St Patrick’s Cathedral door of reconciliation. The words ‘Sine’ and ‘Metu’ can be found tattooed on the knuckles of each hand, a reference to the people around the world who have been inspired by the Jameson family moto and have had etched it upon their skin as a reminder to be open to new ways of doing things, to go off script every once in a while.
In the background are depictions of landmarks around the city that are loved by the people of Dublin and the artist himself. The bottle shows historic Dublin landmarks such as the Ha’penny Bridge across the River Liffey, the surrounding Irish mountains and the Smithfield tower. Steve’s own story is told on the neck of the bottle and is represented by a night time view from the window of his old studio.
The launch of the 2017 bottle also sees Jameson bringing a new level of connectivity to the hands of Jameson fans – the crest on the bottle is equipped with NFC technology which, when tapped by NFC enabled Android devices, allows access to exclusive content and competitions. Prizes range from instant-win tickets for the new Jameson Distillery Bow St, to the Ultimate Jameson St Patrick’s Day Experience in Dublin. While the Limited Edition Bottle is available globally, the NFC technology will only be enabled for Irish users. iPhone users can access the content by checking out the link on the bottle neck-tags.
The 2017 Jameson St. Patrick’s Day Limited Edition Bottle is available in Ireland now from all major retailers.
@ 2017 Irish Whiskey Magazine
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