Our role was to create standout by carving out a distinct place for the brand to attract this new generation of whiskey drinkers and drive penetration growth. In a traditional category, the opportunity was to target the world’s most populous generation who are coming of age financially – male and female millennials (aged 25-39).
Dubliner Irish Whiskey – from old to bold The world doesn’t need another boring Irish whiskey. There’s a new wave of younger whiskey consumers who are bold in spirit and seeking genuine new experiences without compromise. We think it’s time someone ripped up the rule book, gave two fingers to tradition and injected some fresh thinking sprinkled with a little attitude to challenge convention and complacency.
