The Public House Reintroduces Midleton Distillery Experience with Heart and Soul of Irish Whiskey Campaign
Midleton Distillery in Co. Cork is widely regarded as the beating heart of Irish whiskey, home to some of the world's most well-known and successful Irish whiskeys. To celebrate the official opening of the recently redeveloped Midleton Distillery Experience, a new multi-channel campaign has rolled out across the country, re-introducing Midleton as the Heart and Soul of Irish Whiskey – and taps into the feeling of what a visit to Midleton Distillery encapsulates.
As a creative partner to Irish Distillers, The Public House was appointed to work on the launch strategy from developing brand positioning to the brand idea, communications strategy and launch assets for this newly renovated brand and experience.
The newly redeveloped Midleton Distillery Experience, which was officially opened by Tánaiste Micheál Martin on Friday, 29th September, offers visitors from Ireland and around the world the opportunity to explore more about the past, present, and future of Irish whiskey production at Midleton Distillery. The experience brings together all of Irish Distillers’ whiskey brands including Jameson, Redbreast, Midleton Very Rare, Powers, The Spot Whiskeys, Method and Madness and Knappogue Castle.
The upgraded tourist attraction features new and immersive whiskey tours, tastings, and experiences incorporating all seven of Irish Distillers’ whiskey brands as well as an immersive auditorium, modern retail facilities, whiskey tasting and cocktail making rooms, a newly built café, and new workspaces.
John Carroll, marketing manager Irish Distillers Brand Homes, summed it up, “There is a very special, unique, and distinct feeling you get when you visit Midleton. The buildings, the people, the colours, the charm, all instil a deep sense of history, heritage, and pride. It can be felt in the air and in the greeting you receive at each encounter. Everyone should experience the magic of Midleton at least once in their life! The Public House and Andy Glass have brilliantly captured and brought life this essence – showcasing our wonderful people, products and place.”
Dillon McKenna, creative director of The Public House, added, “If you were to list your favourite Irish whiskeys, there’s a good chance many are made in Midleton. It is little wonder, as the place itself is such an inspired mix of history and passion for the craft. Our campaign celebrates the people and place of Midleton and positions it as a must-visit destination for discerning whiskey drinkers or the newly curious. The Midleton imagery was captured over two miraculously sunny September days by Andy Glass and composited through CGI by Pop Creative Studio.”
The Public House is driven by the philosophy that ‘Boring Doesn’t Sell.’ Their roster of clients is made up of ambitious Irish brands including FBD Insurance, Irish Independent, Dunnes Stores, EPIC: The Irish Emigration Museum and Barnardos.
