Diageo — Roe & Co
UNLOCKING THE POTENTIAL OF IRISH WHISKEY FOR A GLOBAL AUDIENCE
Without an Irish whiskey in its portfolio, Diageo was at a disadvantage when Irish Whiskey made a resurgence. Getting a brand to market quickly and at scale required a turn-key brand solution. A stand out brand that could be credible from day one was called for, as was a brand that would reflect modern-day Ireland.
Re-discovering the lost trademark of George Roe & Company, Ireland’s largest distillery business in the 19th century, provided a strong foundation for reimagining Irish Whiskey. An unwavering strategy and strong brand identity would pay homage to a man who was the leading light in the golden era of Irish whiskey, and start the conversation about the merits of Irish Whiskey all over again.
