The Challenge
In order to enhance the brand awareness and usage consideration for Tullamore Dew in Sweden, the challenge extended to MCI was to create an Irish experience for a group of 30 Swedish bar owners immersing them in Irish culture, while igniting the brand experience of this classic Irish whiskey. A whiskey that originated in 1829, Tullamore Dew owns a piece of Irish heritage, and MCI were tasked with sharing this heritage in a memorable way. In Sweden alcohol promotion is limited.
Unlocking Potential
Within the Food & Beverage industry, new trends are frequently adopted. It was MCI’s objective to help refresh the brand’s usage, moving away from classic uses, but “Awake and Release the Spirit” by solidifying an identity in the trending cocktail culture growing within the beverage industry.
Solutions & Results
The Destination Management Services team in MCI designed an engaging experience for the 30 Swedish bar owners involving both the delights of Dublin city and the environs of Tullamore, “Bringing them home” to Tullamore Distillery.
Spending a night in the capital in Dublin’s Creative Quarter, the group savoured literature from a local poet before embarking on a trail of wonder. The group were led along a mapped route to a bar passing a busker conveniently performing along the way. After some brief chat with the busker he coincidentally agreed to accompany the party. On arrival at the bar, and having settled in, the busking actor broke out into a colluded performance with the live band! Throughout the night, the Swedish audience were treated to stories of Modern Ireland, Irish whiskey and its evolution, all complimented by local music. Adding to the wonder and crowning the night, the in service bar staff even stepped into Irish dance.
The following day, continuing in the trifecta of W’s – whiskey, wit and wonder, the group transferred to Tullamore stopping off at Carton House for lunch. Within the grandeur of the location the visitors tried their hand at hurling and Gaelic football before heading off on the distillery visit. Tastings of whiskey and local foods were capped off by a visit to a local Tullamore bar. The “Bringing them home” programme and the theming of the entire experience was a memorable immersion for the Swedes in both Irish culture and the Tullamore Dew story.
