The campaign showcases the uniqueness of Irish whiskey, with a particular focus on how it can be used in a variety of cocktails not typically associated with whiskey, such as Espresso Martinis.
“Ireland is the place where whiskey found its name, it’s the home of whiskey distilling and we’ve produced whiskey for longer than anywhere else,” commented Drinks Ireland|Irish Whiskey’s Head William Lavelle at the campaign launch, “Irish whiskey has a depth and diversity unrivalled among other whiskeys. Each Irish whiskey brand is different but they all have one shared spirit.
“We’re encouraging consumers to discover this depth and diversity of Irish whiskey – whether it’s on the rocks or using it in your favourite cocktail. This campaign is an opportunity for people to try out something new – to learn more about the craft and character of Irish whiskey, discover a new favourite drink, all while supporting local Irish businesses during a challenging time.”
The online campaign comprises:
- a series of videos showcasing the craftsmanship of our distillers and blenders
- downloadable guides on how to make Irish whiskey cocktails and mixed drinks
- guides to some of Ireland’s best-loved whiskey brands.
The campaign continues into April and up to World Whiskey Day in May with a range of further activities including online consumer events.
It will also feature a range of online briefing and tasting events for media. The first two in the series took place recently, promoting Irish whiskey in the US and Canada.
Drinks Ireland|Irish Whiskey was joined by the Irish Ambassador to the US Dan Mulhall and CNN’s John King. It also held an event for Canadian media organised in conjunction with Tourism Ireland.