We supported this dynamic new brand with the announcement of their first release, an exclusive 333 bottles of very rare triple distilled, 29-year-old single malt Irish whiskey, The Devil’s Keep priced at €10,000 euros per bottle.
Their second launch was a 30-year old limited edition collectible whiskey created in partnership with Fabergé and limited to a release of seven spectacular bottles, each with a Fabergé egg and timepiece. The first sale successfully made history at a private auction selling for $2million USD on St Patrick’s Day, beating the existing world record price for wine and spirits, currently held by Macallan.
Mercury provided support across UK, Asia and the US from our London office, plus during launch campaigns provided a hub agency function overseeing other agencies in key territories. To support with their story, drive and ethos, we have collated industry facts and figures to support Irish whiskey’s exponential growth and investment credentials, for example Knight Frank’s Wealth Report 2020 reporting that rare whiskey was the best performing collectible, with the value having increased in the last decade by 564%.
Mercury liaised with Michelin to leverage The Craft Irish Whiskey Co. partnership with The Michelin Guide and the Michelin Star Revelation Great Britain and Ireland 2021.
The team continues to profile the Founder and CEO, Jay Bradley, and Managing Director, Ian Duignan, as well as other important voices for the brand. We also provide CIWC with recommendations on partnerships, advertising and sponsorship.