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WHISKEYFINE IRISH
A UniqueHibernian 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:
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. Its bottled here in the USA.
Hell-Cat Maggie Irish whiskey launches
nationally on St. Patricks Day, 2015.
2015 The Escape Pod, LLC. These m
aterials are the property of The Escape Pod, LLC and m
ay not be reproduced or distributed
without written consent from the Escape Pod, LLC.
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 dont directly evoke the Emerald Isle in a visceral
way. Maybe thats a weakness. Ireland equals fun drinking
times in the minds of many American drinkers. Much as New
Orleans does.
IRISH-AMERICA
40% ALC/VOL (80
PR
OO
F)
A U
NIQ
UE
HI
BE
RN
IA
N S
PI
RI
T
IR
IS
H W
H I S K E Y 40% ALC/VOL (80
PR
OO
F)
A U
N
IQU
E H
IB
ER
NI
AN
SP
IR
IT
IR
IS
H W
H I S K E Y
A U
niqu
e B
lend
of
the
Fin
est
I R I S HW H I S K E Y
A U N I QU EH 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 HW H I S K E Y
A U N I QU EH 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
I R I S HW H I S K E Y
A U N I QU EH 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 HW H I S K E Y
A U N I QU EH 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 HW H I S K E Y
A U N I QU EH 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 HW H I S K E Y
A U N I QU EH 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)
SERGEAN
SERGEANT OTOOLES
The fi ctitious Sergeant OToole was
created to embody the tradition of Irish
Americans in law enforcement.
80A UNIQUE
TRIPLE-DISTILLED
BLEND OF THE FINE
ST
IRISH CRAFTMANSH
IP & AMERICAN KNO
W-HOW.
40%
PROOF
IRISH W
HISKEY
BY
VOL
ALC
HELLCAT
MAGGIE
BY WAY OF COUNTY P
LOUTH
IRELAN
D
FIVE POINTS NEW Y
ORK
80A UNIQUE
TRIPLE-DISTILLED
BLEND OF THE FINE
ST
IRISH CRAFTMANSH
IP & AMERICAN KNO
W-HOW.
40%
PROOF
IRISH W
HISKEY
BY
VOL
ALC
HELLCAT
MAGGIE
BY WAY OF COUNTY P
LOUTH
IRELAN
D
FIVE POINTS NEW Y
ORK
HELLCAT
MAGGIE
HELL-CAT MAGGIE
Hellcat Maggie was an actual historical
fi gure in the Five Points area. Tough
as nails, she actually fi led her nails
and teeth into points which which to
shred her opponents skin in a fi ght.
She was featured in the movie Gangs
of New York.
FIVE POINTS
NEW YORK
BY WAY OF COUNTY PLOUTH
IRELAND
80
40%ALC
BY
VOL
PROOFIRISH 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
PROOFIRISH WHISKEY
A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW
HELLC
XXXXXXX
Hellcat Maggie
PROOF
8040%ALCBY
VOL
IRISH W
HISKEY
A UNIQUE TRIPLE
-DISTILLED BLEN
D OF THE FINEST
IRISH CRAFTMANS
HIP & AMERICAN K
NOW-HOW.
COUNTY
LOUTH
IRELAND
HELLCAT
MAGGIE
Hellcat Maggie
PROOF
8040%ALCBY
VOL
IRISH W
HISKEY
A UNIQUE TRIPLE
-DISTILLED BLEN
D OF THE FINEST
IRISH CRAFTMANS
HIP & AMERICAN K
NOW-HOW.
COUNTY
LOUTH
IRELAND
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.
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.
OL ( 80 PROOF ) OL ( 80 PROOF )
I R I S H AM E R I CANW 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 )
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.
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 UniqueHibernian Spirit
40% ALC/VOL 80 PROOF
WHISKEYUsing only the highest quality Irish malt
FINE IRISH
A UniqueHibernian Spirit
POOK
APOOKA
A pooka (Gaelic: puca) is a legendary
Irish mythological fi gure. It is a
somewhat mischievous spirit that
can take many physical forms.
40% ALC/VOL 80 PROOF
WHISKEYUsing only the highest quality Irish malt
FINE IRISH
A UniqueHibernian Spirit
POOKA
Fine Irish WhiskeyP O O K AW 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
POOKA
IRISH WHISKEYA unique Hibernian pirit.
40% ALC./VOL. (80 PROOF)
POOKA
IRISH WHISKEYA unique Hibernian pirit.
40% ALC./VOL. (80 PROOF)
POOKA
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.
40
VOL
80
PROOF
40
VOL
80
PROOF
40
%A
LC
/V
OL
Smooth
THE WATER OF LIFE
COUNTY LOUTH, IRELAND
HIBERNIAHIBERNIA
AQUA VITAAQUA VITAAQUA VITA
TRIPLE DISTILLED4
0%
AL
C/
VO
L
Smooth
THE WATER OF LIFE
COUNTY LOUTH, IRELAND
HIBERNIAHIBERNIA
AQUA VITAAQUA VITAAQUA VITA
TRIPLE DISTILLED
HIBERNIAHIBERNIA
OUT IRISH THE IRISH
AND THE
WINNER WAS...
COASTERS
POSTER
POSTER
Cheers!If youd like to taste Hell Cat Maggie, email
Hell send you a bottle.
5HM2015 The Escape Pod, LLC. These m
aterials are the property of The Escape Pod, LLC and m
ay not be reproduced or distributed
without written consent from the Escape Pod, LLC.
5A Unique
Hibernian Spirit
GWEE
DORE
40
%A
LC
/V
OL
Smooth
THE WATER OF LIFE
HIBERNIAHIBERNIA
AQUA VITAAQUA VITAAQUA VITA
TRIPLE DISTILLED
BY WAY OF COUNTY PLOUTH
IRELAND
80
40%ALC
BY
VOL
PROOFIRISH WHISKEY
A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP
& AMERICAN KNOW-HOW40% ALC/VOL (8
0 P
RO
OF
)
E H
IB
ER
NI
AN
SP
IR
IT
IR
IS
H