Jailbird Communications appointed by O’Briens Wine following competitive pitch
O’Briens Wine is Ireland’s largest family-owned drinks retailer, with 35 stores nationwide.
Independent communications agency Jailbird Communications has been appointed by O’Briens Wine following a competitive pitch. The agency will lead consumer PR and creator communications, helping the Irish family-owned retailer build brand fame, reach new audiences and make wine discovery feel more accessible.
The appointment will see Jailbird deliver a new-media-first programme spanning earned media, culturally relevant storytelling and creator advocacy. The work will support key commercial and brand moments, including the O’Briens Wine Festival, Christmas hosting and gifting, alongside a consistent press office designed to keep the brand visible and relevant.
Julie Blakeney, managing director of Jailbird Communications, said: “O’Briens is an ambitious Irish business with deep expertise, brilliant people and a genuine desire to make wine enjoyable for everyone. That combination gives us so much to work with creatively. Our approach will bring together cultural insight, earned media and credible creator voices to introduce the brand to new audiences while celebrating the knowledge and service that already make O’Briens special. We’re delighted to work with O’Briens Wines and we are very excited about what we can build together.”
Customer focused approach
O’Briens Wine is Ireland’s largest family-owned drinks retailer, with 35 stores nationwide. The business imports almost all of its range of more than 1,000 wines directly from over 180 wineries around the world and is known for its knowledgeable teams, extensive range and customer-focused approach.
The win builds on Jailbird’s experience delivering integrated communications for leading food, drink and lifestyle brands including HelloFresh, Insomnia Coffee and Bulmers.
The Dublin-based agency combines strategy, creativity and execution across PR, social, influencer and integrated campaigns, using curiosity, clarity and cultural intelligence to create work that feels real, relevant and worth paying attention to.
