(MENAFN- PRovoke)
NEW YORK — W Communications has won the US and Canada PR account for international drinks company Sliabh Liag Distillers, after a competitive pitch. The business is worth a six figure sum between now and the end of the year.
The Irish distillery launched The Legendary Silkie whiskey in the US 18 months ago, and the brand will be the focus of W's campaign, as well as communications around its An Dulaman gin brand.
Sliabh Liag Distillers was set up in 2014 by husband and wife team James and Moira Doherty, who moved back to Ireland from Hong Kong with the aim of reinvigorating the distilling heritage of County Donegal in the north west of Ireland; it was the first distillery to be opened in the county for 175 years.
Irish whiskey sales in north America are expected to double by the end of the decade, overtaking those of Scotch. The distillery's brands are sold in on and off premises across states including California, Massachusetts, Texas, Pennsylvania and Washington DC. W's national campaign will support all distribution channels, including getting key opinion formers to trial the brands, and seasonal activations.
The campaign will be run by W's US hub in New York. SVP for W North America Gemma McAloon said:“Born in Ireland, I'm very familiar with their brands and the innovation led by James, Moira and the wider Sliabh Liag Distillers team as they bring distilling back to the county after almost two centuries. We're thrilled to be selected as their partner to support their national rollout.”
Sliabh Liag Distillers founder James Doherty added:“The insight W has into how we differentiate ourselves from others in the category, and creativity in how we bring this to life, came through in an excellent pitch. Their hunger and enthusiasm for the business is just what we need as we capitalize on the opportunity ahead and introduce drinkers to an under-appreciated, smokier side of Irish whiskey.”
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