Drinksology debuts Born Irish campaign

Belfast-based Drinksology Kirker Greer has launched a campaign for its stout-finished spirit drink, Born Irish.

The campaign, launched in time for St Patrick’s Day (17 March), is titled ‘Defiantly Dark, Deliciously Smooth’ and looks to encourage consumers to ‘forget everything they know about Irish whiskey’.

Born Irish is made from Irish whiskey aged in deep #4 alligator char ex-Bourbon casks and finished in stout casks, and infused with chocolate malt and roasted barley. The production method is said to have increased the spirit’s malt character, as well darkened its colour. It is described by Drinksology as a ‘naturally dark whiskey that’s as smooth as a pint of the black stuff’.

Ali Pickering, chief marketing officer at Drinksology Kirker Greer, said: “Our ‘Defiantly Dark, Deliciously Smooth’ key visual is bold and direct, with a straight-talking attitude; defiant in tone, but smooth in nature – a bit like our spirit and its unapologetically dark and delicious profile.

“Our creative campaign reflects this with a strong typographic approach. Through impactful typography, it embodies this spirit, aiming to connect with those who seek depth in their spirit, not just in flavour but in character.”

The campaign will roll out on social media from 17 March with a series of long- and short-form content and lifestyle photography, as well as in-bar support materials with a focus on trial.

With Born Irish, which celebrates Ireland’s two greatest exports, Irish whiskey and stout, the brand is seeking to ‘push the boundaries and bring interest to the category’ by highlighting a unique taste and look.

The spirit is recommended to be served neat, in mixed drinks or as an espresso cocktail.

Born Irish was previously named Black Irish, but agreed to rebrand and sell its name to Mariah Carey after a two-year legal battle, after the singer called her line of Irish creams by the same name.

Drinksology also produces Kirker Shamrock, which was part of SB‘s top 10 Irish whiskey brands.