International Drinks Trade PR Case Study | Redbreast

Redbreast, Irish Distillers Limited

Raise awareness of the launch of Redbreast Single Cask among international drinks trade media and whisky-specialist influencers
“The team at Richmond & Towers are experts at leading a project…from beginning to end”
Lorna Kavanagh, Senior Brand Manager Redbreast & Spot Range, Irish Distillers Ltd

The Story

The Irish Whiskey revival, led by Irish Distillers, has been one of the drinks industry’s success stories over the past decade. With dynamism in the category set to continue through growth, premiumisation and diversification, we were challenged to create cut-through for the latest addition to the Redbreast range, Redbreast Single Cask.

Redbreast, the world’s most awarded and well-known Single Pot Still Irish Whiskey, is leading the resurgence of this quintessential style of Irish Whiskey. As the first ever single barrel offering from Redbreast, limited to 576 bottles, we knew that getting the right gathering of global whiskey influencers in front of Redbreast Single Cask to spread the word was the challenge.

We coordinated an exclusive whiskey tasting at the The Whisky Exchange store in Covent Garden, hosted by Redbreast Head Blender, Billy Leighton. A media favourite, famed for his intimate style and wealth of knowledge, Billy talked our 10 attendees through the tasting and the history of cask #30087 in which the expression matured for 16 years.

There’s a time and a place for large scale media events, but knowing when less is more – letting the whiskey do the talking at a clever and cost-effective activation – is what can really stand-out and deliver success.

The Results

Specialist Media

32 pieces of international drinks and whisky-specialist media – high by anyone’s standards!

Global Reach

Whisky tasting reached 100 million drinks enthusiasts worldwide

Client Feedback

“Richmond Towers were a pleasure to work with…and are experts at leading a project of this nature from beginning to end”. Lorna Kavanagh, Senior Brand Manager, Irish Distillers Ltd