Raising Spirits: The Pogues Irish Whiskey

Who wouldn’t want to get brown spirits fans thirsty for a buttery smooth new Irish Whiskey – no less, one from Celtic punk rock legends The Pogues? Especially with whiskeys of the Irish variety fast-becoming the Next Big Thing among trendsetting Millennial tipplers. But there was a catch. Those highly coveted Millennials were but wee laddies and lassies during the band’s 80s and 90s heyday.

OUR APPROACH

Rather than spending precious time and budget to first introduce the band to a new generation, we focused on what mattered most: the spectacular liquid inside each bottle. To that end, we challenged influential Millennial-geared outlets to forget about the name, and celebrity connection, and to focus on what was inside, and how it was made. In some instances, sending unlabeled bottles to double down on that tasting-is-believing bet. That kind of intensive 1:1 canvassing, and events at very Pogues-esque, locals-friendly Irish bars in NY and LA, got positive awareness for this spirit raised – and fast.

THE RESULTS

Within four months of launch, our campaign had earned 250+ million impressions (nearly all raving about craftsmanship and quality ingredients) in laser-targeted outlets: Maxim, Vice, InsideHook, GQ, Marie Claire and The Wall Street Journal among them, plus distribution-building trade coverage in industry arbiters Shanken News Daily, Bar Biz and others. And for bread-and-butter, back-in-the-day band fans – who happen to enjoy their dram of whiskey, thank you – an interview with band members on Sirius XM’s New Wave station that aired multiple times topped things off in style.

For more information contact 360PR+.