Roe & Co

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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.

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TRUE IRISH COLLABORATION FROM THE LIBERTINES...

"Creating a fully formed brand from scratch was a momentous task and one that The Cabinet took in their stride"

Georgie Smithwick Senior Innovation Manager, Diageo