Brand Re-Launch

The Challenge

Sales of Irish Mist were declining. The brand was viewed as "what your grandparents drink at Christmas". The brand was re-packaged and relaunched targeting a new younger consumer. 

The Strategy

  • Re-position the brand, targeting consumers of the very popular 'Jack Daniels & Coke' cocktail

  • Re-design the packaging to move closer to whiskey category

  • Educate bartenders about the new Irish Mist - A versatile Irish Whiskey based Liqueur, perfect for simple cocktails

  • Engage new consumers in bars & clubs across the country with free samples of Irish Mist & Coke, garnished with lime

  • Sell Cases to bars on the back of the new "Meet The Misties" on-premise sampling program

The Result

  • Over 300 events completed sampling over 10,000 consumers  

  • Sales decline stabilised, overall brand volumes began to grow