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FINE IRISH
A Unique
Hibernian Spirit
40% ALC./VOL. (80 PROOF)
A UNIQUE
HIBERNIAN SPIRIT
THE ART OF
CREATING A NEW
BRAND OF...
In June 2014, Phillips Distilling Company
approached The Escape Pod with an
interesting challenge: create a new brand
of I...
We identified three creative territories we felt might yield
interesting ideas for this new brand of Irish whiskey.
1. IRIS...
IRISH-AMERICA
40%ALC/VOL
(80
PROOF)
A
U
N
IQ
U
E
HIBERNIANSPIRIT
IRISH
W H I S K E Y 40%ALC/VOL
(
80
PROOF)
A
U
N
IQ
U
E
HIBERNIANSPIRIT...
AUniqueBlendoftheFinest
I R I S H
W H I S K E Y
A • U N I Q U E
H I B E R N I A N • S P I R I T
5P O I N T E R
40% ALC./VOL. (80 PROOF)
I R I S H
...
I R I S H
W H I S K E Y
A • U N I Q U E
H I B E R N I A N • S P I R I T
5P O I N T E R
40% ALC./VOL. (80 PROOF)
I R I S H
...
SERGEAN
★
★
★
★
★
★
★
★
SERGEANT O’TOOLE’S
The fictitious Sergeant O’Toole was
created to embody the tradition of Irish
Ame...
80
A UNIQUE TRIPLE-DISTILLED BLEND OF THE FINEST
IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW.
40%
PROOF
IRISH WHISKEY
BY
VOL
AL...
FIVE POINTS
NEW YORK
– BY WAY OF –
COUNTY PLOUTH
IRELAND
80
40%
ALC
BY
VOL
PROOF
IRISH WHISKEY
A UNIQUE BLEND OF THE
FINES...
HELLC
XXXXXXX
HellcatMaggie
PROOF
8040%
ALC
BY
VOL
IRISH WHISKEY
A UNIQUE TRIPLE-DISTILLED BLEND OF THE FINEST
IRISH CRAFTMANSHIP & AMER...
PLUG UGLY
The Plug Uglies were a notorious Five
Points gang. They were the sworn enemies
of the Dead Rabbit gang led by Bi...
I R I S H W H I S K E Y
A unique Hibernian Spirit
40% ALC/VOL ( 80 PROOF )
I R I S H W H I S K E Y
A unique Hibernian Spir...
OL ( 80 PROOF )OL ( 80 PROOF )
I R I S H • A M E R I C A N
W H I S K I E
A U N I Q U E
H I B E R N I A N S P I R I T
40% A...
NARROWBACK
A ‘narrowback’ is a derogatory
Irish-American term. It refers to
second-generation Irish-Americans.
And it impl...
MUCKER
MUCKER
A mucker is an Irish-American term
that refers to someone who digs
(in muck) for a living.
BE THE CRAZY ONE
40% ALC/VOL 80 PROOF
WHISKEYUsing only the highest quality Irish malt
FINE IRISH
A Unique
Hibernian Spirit
40% ALC/VOL 80 ...
40% ALC/VOL 80 PROOF
WHISKEYUsing only the highest quality Irish malt
FINE IRISH
A Unique
Hibernian Spirit
POOKA
Fine Iris...
POOKA
IRISH WHISKEYA unique Hibernian spirit.
40% ALC./VOL. (80 PROOF)
POOKAIRISH WHISKEYA unique Hibernian spirit.
40% AL...
AQUA VITA HIBERNIA
Whiskey (Gaelic: Uisce Beatha) means
‘water of life’. Hibernia is the Latin
word for Ireland. Put those...
40
VOL
80
PROOF
40
VOL
80
PROOF
40%ALC/VOL Smooth
‘THE WATER OF LIFE’
COUNTY LOUTH, IRELAND
HIBERNIAHIBERNIA
AQUA VITAAQUA VITAAQUA VITA
TRIPLE DISTILLED4...
OUT IRISH THE IRISH
AND THE
WINNER WAS...
COASTERS
POSTER
POSTER
Cheers!If you’d like to taste Hell Cat Maggie, email
jbond@theescapepodagency.com.
He’ll send you a bottle.
5
HM
©2015TheEscapePod,LLC.ThesematerialsarethepropertyofTheEscapePod,LLCandmaynotbereproducedordistributed
withoutwritten...
5
A Unique
Hibernian Spirit
GWEE
DORE
C/VOL
Smooth
‘THE WATER OF LIFE’
HIBERNIAHIBERNIA
AQUA VITAAQUA VITAAQUA VITA
TRIPLE DISTILLED
– BY WAY OF –
COUNTY PLOUTH...
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
The birth of Hell-Cat Maggie Irish Whiskey
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The birth of Hell-Cat Maggie Irish Whiskey

The story of how The Escape Pod/Chicago created a new brand of Irish whiskey from scratch

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The birth of Hell-Cat Maggie Irish Whiskey

  1. 1. FINE IRISH A Unique Hibernian Spirit 40% ALC./VOL. (80 PROOF) A UNIQUE HIBERNIAN SPIRIT THE ART OF CREATING A NEW BRAND OF IRISH WHISKEY THE ESCAPE POD A CASE STUDY BY:
  2. 2. In June 2014, Phillips Distilling Company approached The Escape Pod with an interesting challenge: create a new brand of Irish whiskey. From scratch. This book is a document of the strategic thinking and design exploration that went into creating a new Irish whiskey that is designed to shake things up in its category. The whiskey is distilled at the famous Cooley distillery in Louth, Ireland. It’s bottled here in the USA. Hell-Cat Maggie Irish whiskey launches nationally on St. Patrick’s Day, 2015. ©2015TheEscapePod,LLC.ThesematerialsarethepropertyofTheEscapePod,LLCandmaynotbereproducedordistributed withoutwrittenconsentfromtheEscapePod,LLC.
  3. 3. We identified three creative territories we felt might yield interesting ideas for this new brand of Irish whiskey. 1. IRISH-AMERICA. Specifically, 1850s Gangs of New York era Irish-America. Smokey taverns, cobblestoned streets, crazy whiskey-fuelled nights. It gives the brand a backstory as well as a unique design vibe and cultural context. 2. BE THE CRAZY ONE. Be the funky new brand that shakes up the category by being the cool alternative to the rather safe and boring existing brands. 3. OUT IRISH THE IRISH. The current category players are rather subdued and don’t directly evoke the Emerald Isle in a visceral way. Maybe that’s a weakness. Ireland equals fun drinking times in the minds of many American drinkers. Much as New Orleans does.
  4. 4. IRISH-AMERICA
  5. 5. 40%ALC/VOL (80 PROOF) A U N IQ U E HIBERNIANSPIRIT IRISH W H I S K E Y 40%ALC/VOL ( 80 PROOF) A U N IQ U E HIBERNIANSPIRIT IRISH W H I S K E Y
  6. 6. AUniqueBlendoftheFinest
  7. 7. I R I S H W H I S K E Y A • U N I Q U E H I B E R N I A N • S P I R I T 5P O I N T E R 40% ALC./VOL. (80 PROOF) I R I S H W H I S K E Y A • U N I Q U E H I B E R N I A N • S P I R I T 5P O I N T E R 40% ALC./VOL. (80 PROOF) 5P O I N T E R
  8. 8. I R I S H W H I S K E Y A • U N I Q U E H I B E R N I A N • S P I R I T 5P O I N T E R 40% ALC./VOL. (80 PROOF) I R I S H W H I S K E Y A • U N I Q U E H I B E R N I A N • S P I R I T 5P O I N T E R 40% ALC./VOL. (80 PROOF) I R I S H W H I S K E Y A • U N I Q U E H I B E R N I A N • S P I R I T 5P O I N T E R 40% ALC./VOL. (80 PROOF) I R I S H W H I S K E Y A • U N I Q U E H I B E R N I A N • S P I R I T 5P O I N T E R 40% ALC./VOL. (80 PROOF)
  9. 9. SERGEAN ★ ★ ★ ★ ★ ★ ★ ★ SERGEANT O’TOOLE’S The fictitious Sergeant O’Toole was created to embody the tradition of Irish Americans in law enforcement.
  10. 10. 80 A UNIQUE TRIPLE-DISTILLED BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW. 40% PROOF IRISH WHISKEY BY VOL ALC HELLCAT MAGGIE BY WAY OF COUNTY PLOUTH IRELAND FIVE POINTS NEW YORK 80 A UNIQUE TRIPLE-DISTILLED BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW. 40% PROOF IRISH WHISKEY BY VOL ALC HELLCAT MAGGIE BY WAY OF COUNTY PLOUTH IRELAND FIVE POINTS NEW YORK HELLCAT MAGGIE HELL-CAT MAGGIE Hellcat Maggie was an actual historical figure in the Five Points area. Tough as nails, she actually filed her nails and teeth into points which which to shred her opponents’ skin in a fight. She was featured in the movie Gangs of New York.
  11. 11. FIVE POINTS NEW YORK – BY WAY OF – COUNTY PLOUTH IRELAND 80 40% ALC BY VOL PROOF IRISH WHISKEY A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW FIVE POINTS NEW YORK – BY WAY OF – COUNTY PLOUTH IRELAND 80 40% ALC BY VOL PROOF IRISH WHISKEY A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW
  12. 12. HELLC XXXXXXX
  13. 13. HellcatMaggie PROOF 8040% ALC BY VOL IRISH WHISKEY A UNIQUE TRIPLE-DISTILLED BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW. COUNTY LOUTH –IRELAND– HELLCAT MAGGIE HellcatMaggie PROOF 8040% ALC BY VOL IRISH WHISKEY A UNIQUE TRIPLE-DISTILLED BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW. COUNTY LOUTH –IRELAND–
  14. 14. PLUG UGLY The Plug Uglies were a notorious Five Points gang. They were the sworn enemies of the Dead Rabbit gang led by Bill “The Butcher” Poole who was portrayed by Daniel Day Lewis in Gangs of New York.
  15. 15. I R I S H W H I S K E Y A unique Hibernian Spirit 40% ALC/VOL ( 80 PROOF ) I R I S H W H I S K E Y A unique Hibernian Spirit 40% ALC/VOL ( 80 PROOF )OL ( 80 PROOF )OL ( 80 PROOF )OL ( 80 PROOF )OL ( 80 PROOF )OL ( 80 PROOF )OL ( 80 PROOF )DEAD RABBIT The name of the gang led by Daniel Day Lewis in Gangs of New York.
  16. 16. OL ( 80 PROOF )OL ( 80 PROOF ) I R I S H • A M E R I C A N W H I S K I E A U N I Q U E H I B E R N I A N S P I R I T 40% ALC./VOL. (80 PROOF) OL ( 80 PROOF )OL ( 80 PROOF )
  17. 17. NARROWBACK A ‘narrowback’ is a derogatory Irish-American term. It refers to second-generation Irish-Americans. And it implies that they are too soft for hard physical labor.
  18. 18. MUCKER MUCKER A mucker is an Irish-American term that refers to someone who digs (in muck) for a living.
  19. 19. BE THE CRAZY ONE
  20. 20. 40% ALC/VOL 80 PROOF WHISKEYUsing only the highest quality Irish malt FINE IRISH A Unique Hibernian Spirit 40% ALC/VOL 80 PROOF WHISKEYUsing only the highest quality Irish malt FINE IRISH A Unique Hibernian Spirit POOKAPOOKA A pooka (Gaelic: puca) is a legendary Irish mythological figure. It is a somewhat mischievous spirit that can take many physical forms.
  21. 21. 40% ALC/VOL 80 PROOF WHISKEYUsing only the highest quality Irish malt FINE IRISH A Unique Hibernian Spirit POOKA Fine Irish Whiskey P O O K A W H I S K E Y . C O M MMXV A POOKA IS A LEGENDARY IRISH SPIRIT. IT CAN BE A FORCE FOR GOOD OR IT CAN BE AN EVIL LITTLE BASTARD. MUCH LIKE YOURSELF. PRINT AD
  22. 22. POOKA IRISH WHISKEYA unique Hibernian spirit. 40% ALC./VOL. (80 PROOF) POOKAIRISH WHISKEYA unique Hibernian spirit. 40% ALC./VOL. (80 PROOF) POOKA
  23. 23. AQUA VITA HIBERNIA Whiskey (Gaelic: Uisce Beatha) means ‘water of life’. Hibernia is the Latin word for Ireland. Put those things together and you get Aqua Vita Hibernia. Or “Irish whiskey” in Latin.
  24. 24. 40 VOL 80 PROOF 40 VOL 80 PROOF
  25. 25. 40%ALC/VOL Smooth ‘THE WATER OF LIFE’ COUNTY LOUTH, IRELAND HIBERNIAHIBERNIA AQUA VITAAQUA VITAAQUA VITA TRIPLE DISTILLED40%ALC/VOL Smooth ‘THE WATER OF LIFE’ COUNTY LOUTH, IRELAND HIBERNIAHIBERNIA AQUA VITAAQUA VITAAQUA VITA TRIPLE DISTILLED HIBERNIAHIBERNIA
  26. 26. OUT IRISH THE IRISH
  27. 27. AND THE WINNER WAS...
  28. 28. COASTERS
  29. 29. POSTER
  30. 30. POSTER
  31. 31. Cheers!If you’d like to taste Hell Cat Maggie, email jbond@theescapepodagency.com. He’ll send you a bottle.
  32. 32. 5 HM ©2015TheEscapePod,LLC.ThesematerialsarethepropertyofTheEscapePod,LLCandmaynotbereproducedordistributed withoutwrittenconsentfromtheEscapePod,LLC.
  33. 33. 5 A Unique Hibernian Spirit GWEE DORE
  34. 34. C/VOL Smooth ‘THE WATER OF LIFE’ HIBERNIAHIBERNIA AQUA VITAAQUA VITAAQUA VITA TRIPLE DISTILLED – BY WAY OF – COUNTY PLOUTH IRELAND 80 40% ALC BY VOL PROOF IRISH WHISKEY A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW 40%ALC/VOL ( 80 PROOF) HIBERNIANSPIRIT IRIS

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