Stage 1:
Groundwork
The Bord Bia Consumer Insight & Innovation team
teamed up with Bernard Walsh of Walsh Whiskey Distillery
(formerly known as Hot Irishman ltd.) and The Futures
Company to help deliver ambitious growth targets and
make a step change from being a small artisan producer
to being an international player in the whiskey and spirits
market. This case study details how brand understanding
was critical in making this move, in renovating the existing
Irishman brand and laying the foundations for the creation
of Walsh Whiskey Distillery.
BRANDING WORKBOOK
Walsh Whiskey Distillery
Growing the success of Irish food & horticulture
Stage 2:
Building Brands
Stage 3:
Expression
BRANDING WORKBOOK
Walsh Whiskey Distillery
PROJECT BACKGROUND
Walsh Whiskey Distillery blends quality Irish
ingredients to produce authentic, unique and
premium Irish Spirits. This project set out to
assess competitive uniqueness and opportunities
for the Irishman whiskey across three markets
- Germany, the US and Korea. The brand
assessment would lead to a new brand identity
and relaunch of the Irishman range, and critically
would support international investment for the
new Walsh Whiskey Distillery.
BUSINESS ISSUE
CONSUMER ISSUE
Bernard Walsh had ambitions to grow
the company significantly over a five
year period, and move from being a
small player to an international player.
This big step required differentiating
and standing out in a market where
big players like Jameson, Bushmills and
Tullamore Dew dominated market share.
The Irishman brand was well respected but
still relatively unknown. Consumer research
was needed to understand the consumer
target, the brand positioning vis a vis the
competitive set and to develop a brand
identity that would resonate most.
Stage 1:
Groundwork
Stage 2:
Building Brands
Stage 3:
Expression
THE PROCESS
The Bord Bia Consumer Insight & Innovation team’s role was to work
alongside the Futures Company and assist Bernard and the team with the first
three stages of the Branding Workbook: Groundwork, Building Brands and
Expression. In helping to develop a brand which would connect with the target
market on a more personal level, qualitative consumer research was undertaken
in the US, Germany and Korea.
HOW DID WE HELP?
Stage 1: Groundwork:
We needed to improve our overall
understanding of consumer needs/
motivations, attitudes and consumption
behaviours in the Irish whiskey category,
and the factors that influence them.
We also needed to understand the
current perceptions of the core brands
in the Irish whiskey category, assess
their brand strengths and weaknesses
and understand where The Irishman
fitted in – or could fit in. We completed
qualitative consumer research in the
form of group discussions and depth
interviews in New York, Hamburg and
Seol.
Stage 2: Building brands:
Our consumer research allowed us to
understand The Irishman consumer, get
to the heart of The Irishman brand, what
makes it different and how it connects
with consumers.
We developed a brand model that was
used as a reference point to develop
the branding strategy. The brand model
captures the rational aspects of the
brand such as product performance,
pricing and packaging cues; as well as
the emotional aspects of the brand such
as the deep human need it serves, the
imagery, personality and relationship
with the brand.
Stage 3: Expression:
This stage is where all of the brand
work was translated into its creative
expression, the brand identity, packaging
and communication tools. We worked
with a specialist design agency to better
communicate key messages on bottle,
label and packaging.
WHAT WERE THE
INSIGHTS?
WHAT WAS THE IMPACT
ON THE BUSINESS?
Consumers want a whiskey brand
which can connect on a personal level
but also remain aspirational. Quality
over quantity is critical amongst the
target audience, both in friendship
circles and alcohol choices. The
Irishman has greatest traction with
a (predominantly) male consumer
that is more settled and confident
in their own skin. The opportunity
for The Irishman lies in markets with
an established relationship with Irish
whiskey like the US and Germany. In
other markets where the Irish whiskey
category is only gaining momentum,
success will require greater investment.
The Brand work with The Irishman
whiskey was a key pillar of the
commercial plan that attracted
€25 million investment from an
international partner. The brand
strategy demonstrated understanding
of the business and brand growth
potential. The decision was made to
invest in a company owned distillery
which was launched in late 2013,
creating 55 new jobs in Carlow and a
secure whiskey supply into the future.
Consumer perceptions of the whiskey
category are largely superficial,
meaning pack and price points were
of utmost importance in determining
the positioning route for The Irishman
Brand. The existing pack needed
to work harder to connect with its
consumers, a revitalised brand identity
was required for future success.
+150%
The brand identity refresh has delivered
brand growth of +150% since on shelf,
with little additional marketing spend.
The brand identity refresh has delivered
brand growth of +150% since on shelf,
with little additional marketing spend.
Bord Bia’s Branding Workbook
This process was developed using best practice techniques detailed in Bord Bia’s
Branding Workbook.
For more information contact:
E-mail: info@bordbia.ie
Telephone: (01) 6885155
Growing the success of Irish food & horticulture