In order to enhance the brand awareness and usage consideration of Tullamore DEW, the challenge extended to MCI was to create an Irish experience for a group of Swedish bar owners immersing them in Irish culture, while reigniting 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 and bringing it to life in a memorable way. Our team’s challenge was to manage an experience for a group of bar owners from Sweden, a country where alcohol promotion is limited.
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, and “Waking the Spirit” by solidifying an identity in the trending cocktail culture that’s growing within the beverage industry.
MCI designed an engaging experience for the Swedish bar owners that captured both the delights of Dublin city and the terrain of Tullamore, “Bringing them home” to Tullamore Distillery.