Wild Geese hires Rooster PR
Protégé International has appointed Rooster PR to create trade and consumer campaigns to promote its Wild Geese collection of premium Irish spirits. The spirits, which are owned by Avalon Group Inc., includes a selection of Irish whiskeys, two rums and the recently launched Wild Geese Irish Honey Liqueur, Untamed Irish Vodka and The Exiles Irish Gin.
André Levy, Protégé international chairman, commented: “Our range of premium spirits are steeped in Irish heritage and have consistently won awards for their taste, including being voted ‘3 Times Best Irish Whiskey’ and ’Best Gold Rum in The World’ at the World Rum Awards 2015. We look forward to seeing the creative ways Rooster will be able to communicate these messages to drive cut through of our brands within key target consumer sectors.”
The drinks industry is seeing a rapid growth in the spirit category, with premium spirits accounting for more than 60% of the total spirits market value.
Rooster’s campaigns will target a sophisticated, discerning audience, aimed at driving traffic to the online sales platform www.irishpremiumspirits.com. It will also include a trade relations campaign to build brand awareness across the industry.
“We’re delighted to be representing this collection of premium spirits that are so richly steeped in Irish heritage,” said James Brooke, managing director at Rooster. “The team look forward to driving impactful coverage that will craft a strong brand image for Wild Geese and disrupt the UK premium spirits market.”
The execution of campaigns will be timed to capitalise on key seasons and events including Christmas and St. Patrick’s Day in early 2016.
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