Outcome
Delivered a clear, differentiated positioning strategy for Irish American Whiskey in Ireland - rooted in heritage yet forward-looking
Provided a strategic framework to anchor all future marketing, packaging, communications, and brand-building efforts
Created a strong foundation for the brand to grow domestically and build credibility for potential international expansion
Irish American Whiskey
Positioning a heritage-inflected whiskey as a lifestyle brand in the Irish market
Summary
We conducted a comprehensive market overview and brand positioning engagement for Irish American Whiskey to define its place in the Irish market. Through consumer insights, competitive mapping, and brand narrative development, we shaped a positioning that blends Irish heritage with aspirational modernity - aimed at elevating the brand within its domestic market and laying groundwork for future expansion.
Strategic Objective
Understand the Irish spirits market landscape, opportunities, and challenges
Define a differentiated brand position rooted in heritage and modern aspiration
Develop a platform to guide marketing, communications, product storytelling, and growth
Consulting Approach
Market & Consumer Landscape Analysis
Assessed macro trends in Irish whiskey and spirits (local vs international brands)
Conducted consumer segmentation to identify target profiles, behavior, and emotional drivers
Mapped competitive positioning: strengths, weaknesses, gaps in the market
Brand Narrative & Positioning Framework
Crafted a brand proposition centered on combining Irish heritage with American ambition
Developed pillars of brand identity (tone, values, personality) aligned with target segments
Defined differentiation points (e.g. origin, maturity, craft, island distillery narrative)
Messaging & Storytelling Strategy
Created aspirational narrative pathways for marketing communications
Developed message hierarchies for product lines, promotions, and brand campaigns
Advised on visual & verbal identity cues consistent with premium positioning
Activation & Go-to-Market Guidance
Proposed phases for local launch, market penetration, and brand awareness
Suggested marketing mix priorities (digital, experiential, retail partnerships)
Recommended performance metrics and milestones to track positioning success
Client Partership
Worked closely with Irish American Whiskey to align insights, internal brand assets, historical narrative, and vision
Ensured brand positioning outputs were actionable and could guide creative, media, and operational decisions
Integrated feedback loops to refine strategy as new insights emerged
Irish American Whiskey