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Irish spirits brand Merry's Irish Cream Liqueur has unveiled a redesigned bottle structure across its US retail footprint.

Concurrently, the enterprise announced the upcoming release of a new flavour line extension, Merry's Dubai Chocolate Irish Cream Liqueur, scheduled to hit commercial channels on 1 October 2026.

The packaging refresh and portfolio expansion reflect the brand's focus on premiumisation and trend-led flavour innovation within the cream liqueur segment across off-premise and on-premise retail channels.

Packaging Redesign and Visual Architecture

The updated visual presentation modernises Merry's core packaging while reinforcing the brand's geographical origin in Clonmel, County Tipperary, Ireland.

Key design changes across the redesigned bottle include:

Neck Finish: Incorporates a unified matte black neck sleeve accented with gold detailing.

Brand Identity: Updates logo typography to prominently feature "of Ireland" across the main label hierarchy.

Colour Palette: Applies a softened tonal colour palette designed to increase visual distinction and shelf appeal in retail environments.

Product Portfolio

Alongside the packaging update, Merry's is preparing the autumn release of its Dubai Chocolate variant, inspired by pistachio and chocolate confectionery trends across global digital media.

The product lineup entering US retail distribution encompasses four primary 750ml expressions:

🥛 Merry's Original Irish Cream Liqueur: The core expression combining fresh dairy cream, chocolate, vanilla, toffee undertones, and aged Irish whiskey, offered at a suggested retail price (SRP) of US$15.99.

🍫 Merry's White Chocolate: A decadent cream liqueur blending white chocolate and vanilla bean notes with aged Irish whiskey undertones, offered at an SRP of US$15.99.

🧂 Merry's Salted Caramel: A balanced blend combining toffee, vanilla, and sea-salted caramel notes, offered at an SRP of US$15.99.

🫘 Merry's Dubai Chocolate: An upcoming expression launching 1 October 2026, combining dark chocolate, pistachio, subtle vanilla, and aged Irish whiskey notes, offered at an SRP of US$15.99.

Ahead of its commercial release, the Dubai Chocolate expression received a Double Gold Medal and a 98-point rating at the 2026 San Francisco World Spirits Competition.

Farm to Bottle Supply Chain

The manufacturing process for Merry's relies on a farm-to-bottle supply model centred in Ireland's Golden Vale region.

The company processes local cream sourced from grass-fed dairy cows, completing production from farm milking to finished liqueur blending within a 12-hour window. The fresh cream is combined with aged Irish whiskey and natural flavourings at its processing facility in Clonmel.

The updated packaging is currently rolling out across US retail stockists, with the Dubai Chocolate expression slated for commercial availability on 1 October 2026.