Powers Irish Rye Whiskey – media launch

This was a tremendously enjoyable launch for us to work on. The world’s first all Irish rye whiskey was brought out by Powers in early 2023. There was not just a lot of important messaging around the liquid to communicate to the media for us, but there was also an important brand legacy to share too.As Carol Quinn the archivist in IDL explained in the press release, “Throughout the history of the famous Powers John’s Lane Distillery there was a willingness to challenge the old ways of doing things and experiment with new ideas, from urban farming on the distillery roof in the 1940s, to bottling in-house and the introduction of the world’s first miniature Irish whiskey, the ‘baby Power’. This has fed very much into the DNA of Powers Irish Rye today, both in the use of rye and in the method of distillation.”
So it came as no surprise to us when we saw that the Powers team went to incredible measures to ensure that they had an impeccable supply chain for this innovation. They commissioned the planting of rye crops exclusively for this Irish whiskey. With a commitment to sustainable farming, the Cooney Furlong Farm in Co. Wexford supply 100% of the rye used in Powers Irish Rye. Located just a short distance from Edermine House, the ancestral home of the Powers family, the farm guarantees ongoing Irish rye supply for this world first release.

All of these factors were very well received by the Irish food & drink media we spoke to on behalf of Powers and it ultimately led to the whiskey seeing great success here in Ireland.

iStil 38 Craft Irish Vodka

Work commenced for us on iStil 38 Craft Irish Vodka in January 2022. We were initially tasked with helping to develop their flavoured range and cocktail strategy. Their classic vodka is distilled four times in a traditional Irish pot still which gives it a smooth character with a well rounded finish. It is made with Irish barley and French grain. The same spirit is then used for their iStil 38 Pink Berries Vodka but has Irish berries added to it for a fruity, naturally sweet flavour. While their istil 38 Vanilla Vodka is richly infused with Madagascan vanilla and was literally tailor made to create the best Espresso Martinis and Porn Star Martinis. Cocktails have always been central to our work so this has been a fantastic project for us to bring to reality.

In April 2022, we managed the national media for the press launch where it was exceptionally well received landing amazing coverage.

Since then, the brand has gone from strength to strength hitting great sales in leading cocktail bars and off licences. Within a year it became the top selling premium Irish vodka in the country and then in March 2024, the team received their best accolade yet. It picked up World’s Best Neutral Grain Vodka at The World Vodka Awards. For a small independent Irish brand to pick up one of the international spirit industry’s most respected awards, has been an excellent achievement. We love working with this fantastic Irish vodka led by Shane Davey and their creative director Pippa O’Connor.

Midleton Very Rare, 2019 to present

Such is its now legendary status, the annual vintage release of Midleton Very Rare has quietly become one of the most anticipated events in the global whiskey calendar.

Midleton Very Rare is aptly regarded as the pinnacle of Irish whiskey. It has been a great honour for us to manage the national publicity for this iconic Irish brand since the 2019 vintage. Since then, we’ve proudly had Midleton Very Rare feature on magazine covers, primetime radio slots and top billing for whiskey specialty publications and blogs.

Great Irish Beverages Experiential Festival Campaigns

Since 2013, we have created and produced our own set of experiential festival campaigns that showcase and celebrate various categories of Irish drinks and the different key trends around them. We started small by running Dublin Cocktail Week, working with a couple of dozen venues to eventually going nationwide with Irish Gin & Tonic Fest. This saw us engaging with multiple Irish gin brands and hundreds of bars & restaurants in every county in the Republic of Ireland.
With assistance from Fáillte Ireland and Bord Bia, we created an online registration system so that any bar could register for free and partake not just in this festival but in later ones such as Irish Cocktail Festival and Irish Single Pot Still Whiskey Week.
All of the brand partners who have worked with us over the years on these projects have enjoyed multiple benefits. To begin with, we have always been able to secure national publicity for the Irish brands we engage with as well as the venues that get involved with them. They also are able to create great on trade advocacy by getting more liquid on lips and higher exposure in the festival venues.
More recently we have focused our attention on pairing Irish foods with Irish drinks as this is a space that is crucial to the further development and enhancement of our native culinary culture.
In 2022, we ran Irish Food & Drink Month with 18 different Irish drinks brands across 140 venues. Each venue created their own food pairing with their selected participating Irish drinks brand and sold it in their venue for the month of October.
Then for 2023, we trialled a different approach that focused on just the one county, Wicklow. This was done by working with Wicklow Naturally and the food & drink consultant Dee Laffan by promoting a series of events and pop ups both in Wicklow itself and here in Dublin city centre.
Oisin and his experiential team partners are always open to discussions as to how we could roll out similar campaigns for future works – don’t be shy, get in touch!

Great Irish Beverages

Jameson Hosts

The good folk in the Jameson International Team have been working with us for 9 years now on a wide array of ongoing projects, activations and liquid innovations.

When the global lockdowns were issued, they quickly had to amend some of their biggest works. The end result for one, was Jameson Hosts – a brand new platform to assist and inspire the global bartender community during these difficult times.

We contributed by sharing some of our home-bar shot videos but it has also become the space where you can see some of our Grow Your Own Cocktail films. These were done in Kuala Lumpur, Shanghai and the beautiful Ballymaloe! Check them out here.

Redbreast Irish Whiskey since 2019

We have had many highlights working with the multitude of special releases and core range from Redbreast, a truly stellar Irish single pot whiskey. But the most exciting for us, was the Redbreast 10 Year Old. To celebrate 30 years since the resurrection of the Redbreast brand, our old friends in Irish Distillers bottled a limited edition 10 year-old Irish whiskey. It was a new expression comprising three distillates aged for between 10 and 15 years in both American oak ex-Bourbon barrels and oloroso Sherry-seasoned butts from Spain.

As master blender Billy Leighton says, “Redbreast 10-Year-Old offers a unique, rich flavour profile with notes of tropical and dried fruit, which gives way to a balance of richness from the inclusion of Sherry casks.”

It was a one off release and every bottle was sold through the Redbreast Birdhouse website.

Through our role as managers of their national publicity, we conducted an acutely targeted campaign focusing on the online Irish whiskey fan community. When the site went live for sales, there was a frenzy of activity and all 7,000 bottles sold out in just over 6 hours.

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Midleton Distillery Very Rare Silent Edition

Midleton Very Rare Silent Distillery Collection is a collection of six releases. The first was a 45-year-old Irish single malt. There will be one release annually until the year 2025, ranging in age from 45 to 50 years old, all from the fabled Old Midleton Distillery (operating 1825-1975). The last release will coincide with Old Midleton Distillery’s 200th birthday.

A ‘silent’ distillery is one that has closed its doors and been lost to ages past, achieving almost mythical status. As rumours of this ‘unicorn’ whiskey swirl around the whiskey world, these precious bottlings have become highly sought after by whiskey enthusiasts. A traditional distillery, Old Midleton Distillery was famous throughout the world for Irish whiskey, but when it closed its doors for the last time in 1975, it became an iconic part of Irish distilling legend.

The MVR Silent Distillery bottlings have gone on to become the most valuable Irish whiskey releases of all time, most recently being sold through Blockbar. Overseeing the pr for them is a brilliant privilege for us but it also requires great care and detail. Some recent coverage for this collection includes the excellent interview of Barry Crockett, Master Distiller Emeritus and the visionary behind Midleton Very Rare. It was written by one of Ireland’s finest food & drink journalists, Joe McNamee of The Examiner.

Bewley’s Coffee Cocktail Club And Electric Picnic

After a detailed period of consultation, we worked with Bewley’s Coffee to establish a pop up at their flagship Grafton Street café…

They wanted to see if we could maximize their first floor area The James Joyce Room by running a public event there.  With its intricate designs dating back almost 100 years and roaring fireplaces on either side, we knew there wouldn’t be a better space in Dublin to host a Christmas time soireé.

Bewley’s is globally renowned for its coffee but their in house pastries & desserts have been equally brilliant for close to a century. So we engaged with their kitchen and barista teams, to create cocktails that were paired with a trio of desserts and all mixed exclusively with Irish spirits and the Bewley’s Inca Single Origin coffee from Peru. In addition to designing the concept and the cocktails, we ran all the publicity and managed the bar for each night. Spread out over three Thursdays in December, each one sold out.

Coverage included excellent food & drink lifestyle as well as a live TV segment on Ireland AM. This was a dream project to work on especially as it’s such a legendary venue. Most importantly, it was brilliant to highlight how well coffee cocktails made with Irish spirits pair so nicely with desserts. We are now using this as a template to show how other Irish bars and restaurants can do the same, a crucial element in further establishing a stronger bond between our native food & drink sectors.

After this project, we then started working with their innovation department to develop a coffee cocktail for their high volume festival at Electric Picnic. Our suggestion was to create a cocktail that did not require a trained mixologist. A cocktail that their barista staff could easily roll out with the greatest of ease. This led to us working on a customized draft nitro espresso martini recipe using cutting edge bar equipment that instantly chills the cocktail, negating the need for ice. The draft machine also gives the liquid a nitro frothy head, but using nitro from the atmosphere and not a can. It simply draws on pre batched liquid from a 20 litre container. The end result for Bewley’s was the perfect espresso martini, chilled with the look and mouthfeel of a mixed cocktail but served in seconds with no shaking or ice. The ultimate festival cocktail that they have used for two years now. Please get in touch if you require the same for your festival or large event.

Electric Picnic Bewleys Great Irish Beverages