Within three years, volumes of Tia Maria liqueur in Ireland grew from 19,000 to over 80,000 cases annually by focusing communications on young, independent women through outdoor campaigns, cinema promotions, pub promotions, and trade incentives. The edgy, exotic nature of the brand inspired all campaigns and helped make Ireland the highest global per capita consumer of Tia Maria.

1. How I moved Tia Maria from after After Dark
dinner to a mainstream choice
I had one piece of communication at
BACKGROUND
my disposable, a remarkable TV ad that
A long established after dinner liqueur Tia Maria was prohibited from airing on Irish TV
17% abv had a steady annual volume of 19,000 9l cs that inspired all the campaigns around
in the Irish market. Advertising materials produced the brand
in larger markets were available for use in the Irish http://www.youtube.com/watch?v=-1q4PJCcN
market.
STRATEGY
• Cinema
Activities focussing on young independent minded
women featuring outdoor campaigns, cinema, pub •Outdoor
and off license promotions. The essence of all
communications being the edgy and exotic nature •Trade press
of the brand.
•Ontrade promotions
RESULTS
•Trade incentives
Within three years Tia Maria volumes grew to over
80,000cs per annum giving Ireland the highest •Little Black Books
global per capita consumption.
•Tia Maria Blind Date Ball
•Sponsorships
•Drip mat competitions

2. Repackaging Clontarf
Whiskey to take on the global
market
BACKGROUND
The global whiskey market is approx 400m 9l cs, Irish
whiskey accounts for only 1%; the rest is scotch.
Jameson has driven large year on year growth for Irish
whiskey with sales of over 2m cases per annum. The
main limitation to the global market opportunity is
certainty of supply.
STRATEGY
To reposition the Clontarf brand with an identity that
allows it be a player on the world stage. Using
traditional whiskey cues to develop packaging in line
with the competitive set taking advantage of Clontarf’s
long term supply contract with Pernod Ricard
RESULT
Castle Brands, the brand holding company is now
quoted on the American stock exchange its two major
brands being Boru Vodka and Clontarf Irish Whiskey.