€50k spend for Kilbeggan re-brand
Published 09/09/2010 | 05:00
COOLEY has just released into the Irish market their rebranded Kilbeggan Irish Whiskey. Kilbeggan is their champion blended whiskey which competes in the blended market with Jameson and Powers while it targets drinkers of Jack Daniels, Jim Beam and Canadian Club.
In the modern drinks industry the design of a rebrand can cost millions -- this rebrand design has been achieved for €50,000 with the aid of Bord Bia. "The new packaging has been initially launched into the German market where it is the No.2 brand of Irish whiskey and subsequently into the US market.
It is being released in Ireland through a recent national listing in Dunnes Stores, Tesco and O'Brien's, Harvest & O'Donovan's chain of off-licences.
Kilbeggan is currently sold in over 30 different export markets and the new branding is being rolled out over the next six months to all markets," said Jack Teeling, managing director of Cooley Distillery.