Last week saw the launch of one of our newest clients, Roe & Co, and the team headed down to London to kick off the campaign.
Hosted at TT Liquor in Shoreditch, attendees were treated to creative workshops, whiskey masterclasses, and live music, as Roe & Co was introduced to the masses. Once upon a time, Roe & Co, led by whiskey pioneer, George Roe, was a force to be reckoned with in the Irish whiskey trade, outselling even giants like Jameson by two to one. However, the once industry leading distillery fell into financial troubles and had to close its doors in 1926. Now in a new era of Irish whiskey, Diageo’s investment in Roe & Co has breathed new life into the brand, and we created a campaign in line with the brands ethos of rejuvenation, regeneration and sustainability.
Centred on creativity and inclusivity, we took inspiration from Roe & Co’s personal narrative of regeneration and are focused on implementing that into the full consumer campaign. Exemplifying this mantra, the event attendees were treated to the first look at Roe & Co’s newest creation: The Roe-ming Tram. Influenced by Tram 21, which would drop distillery workers at the George Roe distillery almost a century ago, we re-created a tram-like structure, designed for serving cocktails. This reinvention of the original and reverential nod to the past demonstrates Roe & Co’s desire to pay homage to the past, while bringing a creative and enjoyable edge to the brand.
After enjoying a welcome drink, served from the tram by Roe & Co Brand Ambassador, Alan Mulvihill, attendees were invited upstairs where they could partake in craft workshops such as brushed lettering classes, before enjoying some signature serves created by Roe & Co’s master cocktailians.
With cocktail masterclasses also available, it was an evening of creativity, education, and most of all, enjoyment, as everyone in attendance; from leading alcohol publications such as Whiskey Magazine and The Cocktail Lovers, to creative consumer focused titles like Huck, Courier and BEAST, were encouraged to pick up a whiskey and relax.
