Redbreast Dream Cask is a limited edition, 32 Year Old single pot still Irish whiskey – a single cask that was hand-selected by Master Blender, Billy Leighton. In celebration of World Whisky Day 2018, Irish Distillers decided to launch the Dream Cask as a limited edition 500ml bottle.
Irish Distillers
Redbreast Dream Cask
The challenge:
To sell 800 bottles of RedBreast Dream Cask exclusively through the Redbreast members club – the Birdhouse.
The retail price was set at €500 per 500ml bottle.
What we did
At €500 a bottle we had to create a launch plan that would create considerable conversation and engagement for Dream Cask to sell.
To achieve this, we formulated a plan to take over all of the Redbreast and Single Pot Still digital platforms. We had a small paid media budget (social and search) and the Birdhouse eCRM platform at our disposal. Through phased content designed to announce, launch and sell Dream Cask we told its story building the prestige and excitement around this unique 32 year old whiskey.
We developed a series of content that included campaign specific photography, cinemagraphs, short and long form video. We used this content across our eCRM program and social channels, selecting each piece of content to be distributed in the most appropriate channel , for example the long form video content was exclusively available in the Birdhouse members area while shorter form video was distributed through social.
The Results
- Redbreast Dream Cask sold out in 6 hours – €400,000 in sales (€1,000 worth of whiskey sold per minute).
- We exceeded our new membership objective to the Birdhouse with 479% growth.
- We drove 3k interactions and 64k video views (9 days 22 hours 7 minutes of fan time).
- Read about the successful launch on the Irish Times.
