STAND BEHIND YOUR WHISKEY
The town of Kilbeggan has stood behind their whiskey through a war, prohibition, and the closing of the distillery. They also stand behind the high quality ingredients in their whiskey and the centuries old whiskey-making techniques. Now they’ve made a special Single Grain to give the trade and consumers plenty of reasons to stand behind Kilbeggan whiskey, too.
VISUAL BRANDING GUIDELINES
All below-the-line materials was designed around authentic and natural materials that reflect the area around Kilbeggan.
LIMESTONE. The signature stonewalls in Ireland’s countryside is made from limestone. We will use this material and pattern for background surface.
WOOL. Ireland is known for their sheep, and wool is a unique and premium material to help Kilbeggan stand out.
ASH WOOD. Ash is one of the most common farmland tree in Ireland. It is late to come into leaf (hence the Irish tradition that potatoes can be planted until you can no longer see through the tree). The wood is traditionally used to make hurleys.
WEATHERED SURFACE. A texture to contrast the other three. Reflects the weathered paint and old walls of the houses and the distillery in Kilbeggan.
1: We’ll fly one respected mixologist to Kilbeggan where he will create cocktails using Kilbeggan whiskey. A group of locals will be honorary judges who select their favorite five cocktails and give them special names based on town culture or attributes of the Single Grain whiskey. Example: “The Single Lassie.” 2: We stand behind our mixologists.
Engage bartenders from our key markets to submit cocktails and we choose the best ones to be in a recipe books with their back stories, and what inspired them to create their cocktail. We will have a chapter for each market or separate books for each market to show pride in the city.
MEETING FELLOW WHISKEY LOVERS
As a way for to engage with the people behind Kilbeggan, we will use Zoom to have meet and greet sessions t bars and pubs in key markets we'll do happy hours on big screens, using Zoom with the local patrons at the pub in Kilbeggan.