Born Irish bags Tesco listing
Drinksology Kirker Greer-owned Born Irish has landed its first major grocery listing with Tesco stores in the UK.
The spirit drink blends single malt and single grain Irish whiskeys, which are then aged in alligator char ex-Bourbon and stout casks.
Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, said: “Securing this listing with Tesco marks an exciting milestone for Born Irish and for Kirker Greer Spirits, and it’s only the beginning.
“Being stocked in Tesco gives us the perfect platform to engage UK consumers who are curious to explore the category through a brand that connects both culturally and creatively.
“Our mission is to grow Irish whiskey by making it more accessible, relevant, and exciting to younger audiences, driven by bold campaigns, immersive activations, and a vibrant serve strategy for both at-home and out-of-home occasions.”
To support its Tesco launch, the brand has planned a year-round pipeline of marketing activity, which includes its Defiantly Dark, Deliciously Smooth campaign.
The campaign will run across Meta platforms, targeting UK consumers with digital content that highlights the brand’s colour, style and smooth taste.
St Patrick’s Day (17 March) will also be a key moment for the brand, which will champion alternative comedy and ‘twisted’ classic cocktails.
In the on-trade, selected UK and Irish bars and wholesalers will be supported with Born Irish sampling and point-of-sale kits.
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