The Best Kept Secret in Whiskey Unveils New Packaging and Creative Campaign
Deerfield, Ill (March 15, 2013) – Kilbeggan® Irish Whiskey, which comes from Ireland’s oldest operating distillery, is unveiling a new look and 360-degree marketing campaign just in time for St. Patrick’s Day. The best kept secret in whiskey, Kilbeggan® Irish Whiskey and its distillery, has survived and thrived for more than 256 years, and now, through the brand’s first U.S. marketing push, the secret is out and consumers across the country can enjoy the whiskey once solely reserved for the Irish.
Kilbeggan® Irish Whiskey is launching nationally with a campaign that showcases how Ireland is coping with the fact that their precious treasure is now available in the U.S. The campaign features print and digital executions, OOH creative and on-premise events for the St. Patrick’s Day holiday. In addition, a focal point of the campaign includes an online video series, featuring humorous antics undertaken by local Kilbeggan residents who are distraught over their beloved Kilbeggan® Irish Whiskey no longer being just for the Irish. The series of 6 videos can be viewed on the brand’s YouTube channel and Facebook page.
"Irish Whiskey is quickly becoming the popular spirit of choice for many Americans, so now is the perfect time for us to let our secret out,” said Bob Gorman, Director of Marketing for World Whiskeys at Beam Inc. "With our new campaign and packaging, Kilbeggan® Irish Whiskey is now primed to contribute to the continued growth of the category.”
Kilbeggan® Irish Whiskey is a premium blended Irish whiskey that is crafted with the finest hand-selected grain and barley. Unlike other Irish whiskeys, Kilbeggan® Irish Whiskey is double distilled to retain more flavor, using a 180-year-old pot still to produce a smooth, highly approachable whiskey with distinct character that offers whiskey lovers a step up from the standard.
The whiskey’s new packaging, which is rolling out across the U.S., reflects the quality of the liquid inside and the rich history of the brand. Inspired by its distillery and the unique brand cues hidden within, the packaging features a new label whose copper color and shape are representative of the 180-year-old pot still used to make the whiskey. Additionally, an image of the distillery and its iconic water wheel are the focal point of the design, along with the year the whiskey was founded, 1757.
Situated in the heart of Ireland in the small town of Kilbeggan in Co. Westmeath, Kilbeggan is Ireland’s oldest operating distillery. This location was chosen for good reason, with the three natural ingredients needed to distill superior quality whiskey close by. Located on the Brosna River, it has access to clean water, along with locally grown grains and a ready supply of turf (used for malting) from nearby bogs. A water wheel sits at its center and symbolizes the heart of the distillery, dating back to the 19th century. For generations it has been an iconic feature of the distillery and served as the engine behind its whiskey production.
Kilbeggan® is a unique Irish whiskey. Like most Irish people, Kilbeggan® Irish Whiskey is easy going and approachable but with its own distinctive style. For more information on Kilbeggan® Irish Whiskey, visit www.KilbegganWhiskey.com, like us on Facebook (www.facebook.com/KilbegganIrishWhiskey) or follow us on Twitter @IrishKilbeggan.
About Beam Inc.
As one of the world’s leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent cases and some of the industry’s fastest growing innovations.
Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.
Kilbeggan® Blended Irish Whiskey 40% Alc./Vol. ©2013 Kilbeggan Distilling Import Company, Deerfield, IL
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