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Jameson's St. Patrick’s
Day 2017 Limited Edition inspired by the Jameson
family motto Sine Metu – or without fear.
 I
know a few of you now anticipate this special
release every year, well its that time of year once
again when Jameson unveil its limited edition
Jameson St. Patrick's Day 2017 bottling ahead of the
St. Patrick’s Day 2017 celebrations. This year the
special limited edition label design was created by
Dublin based designer and illustrator, Steve
McCarthy.
McCarthy has taken the Jameson family motto Sine
Metu – or without fear as the inspiration for this
years limited edition label. The Jameson family
motto Sine Metu has been at the heart of the company
since it was founded in 1780 and lives on today. He
also took inspiration from a commonly used Irish
saying that goes hand in hand with Sine Metu, ‘to
chance your arm’.
Legend has it that in 1492, ‘Black James’ Butler and
his men found themselves barricaded behind the door
to 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
social barriers break easily and friendships come
about in the most unexpected of ways and this has
been brought to life on the label through two
outstretched hands exchanging a handshake, framed by
the St. Patrick’s Cathedral door of Reconciliation.
The Sine Metu motto has been tattooed on to the
knuckles of each hand as a reminder that when we
fear a bit less, we live a bit more.
McCarthy has included some of the Irish capital’s
most recognisable monuments in his bold and
colourful design, such as the Ha’penny Bridge and
Smithfield tower, and has also peppered the label
with additional details that are reflective of his
own knowledge of the city and sense of humour.
McCarthy commented: "I wanted it to feel like there
was a deeper meaning to what you see. For me, the
Jameson motto is very emotive and I hope that with
my design I am able to speak to others around the
world who have also been inspired by Sine Metu, or
those who might still with this release, to fear a
bit less to live a bit more."
The release of the sixth limited edition bottle
kicks off Jameson’s global St. Patrick’s Day
celebrations for 2017 and will be available in
markets including the USA, Ireland and Russia from
February 2017, with a recommended retail price of
€30 (or local equivalent).
Daniel Lundberg, Jameson Global Brand Director adds:
"Our limited edition Jameson bottle for 2017 keeps
the spirit of John Jameson alive and celebrates a
very Irish saying that dates back to the 15th
century but is as relevant as ever today. As Jameson
found when he established the Bow Street distillery
in 1780, fearing less can help you reap rewards you
never thought possible and we still proudly live by
this ethos.
"Steve’s design perfectly balances the rich heritage
of Dublin with the modern design and Irish wit of
Jameson, and we hope that Irish whiskey fans will be
inspired by the bottle in their own St. Patrick’s
Day celebrations."
The limited edition Jameson St. Patrick's Day 2017
bottling will be available from high street stores and
from specialist online whisky shops such as
Master of Malt
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