With a brief to take a disruptive, through-the-line approach that would make whiskey fans sit up and take notice, our job was to launch a new Irish Whiskey against some of the biggest global brands in a heavily cluttered market.
The narrative within the the Irish Whiskey category has traditionally been decided by one or two players.
That category narrative has focused on functional benefits because that suited the traditional players. But we believed that talking about flavour alone was not enough for a new whiskey with more character. So we widened the focus from taste and process to provenance, personality and attitude – all of which Slane Whiskey has in spades.
We focused on the story of the distillery, castle, the music, family and the community around the whiskey, which brought remarkable complexity and character to the brand.
This led to our creative platform, Blaze a Trail – which speaks to the various attributes and character of the Slane brand. A whiskey making process that is organic and carbon-neutral, a rich musical tradition of bringing rock music to the masses and Slane Castle itself.
Blaze a Trail would enable us to build a brand not just for the next 3 years but for the next 300.