Pernod-Ricard starts Irish whiskey initiative

Pernod Ricard-owned Irish Distillers is aiming to attract younger drinkers to its Black Bush and Bushmills Irish Whiskey brands with the appointment of integrated agency Beeching Dowell Stubbs.

The agency will develop an international communication strategy, and is also understood to be planning a TV ad campaign.

Former Allied Domecq scotch whisky marketer Martin Riley is leading the marketing drive. Riley joined Irish Distillers as international marketing and sales director last October.

Irish Distillers, which produces the flagship Jameson brand, hopes to broaden the two brands’ appeal in international markets.

“Irish whiskies are among the few whiskies currently experiencing growth,” says Derek Irvine, international marketing manager at Bushmills.

“They’re seen as different in the international market, and are considered by younger consumers as having novelty value. Also, because they are triple distilled, they are more digestible and as such appeal to a younger market,” he adds.

Mintel research shows that the blended scotch sector is suffering from an ageing consumer base, while Irish whiskey is becoming increasingly fashionable, mirroring a trend for Irish beers and pubs.

The main markets for Bushmills and Black Bush include the UK, US, France, the Netherlands and the duty free sector.

Beeching Dowell Stubbs has been appointed to look at a number of international projects, such as retail initiatives, after the proposed abolition of duty free sales in June next year.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now