Luxco and Niche Drinks create The Quiet Man code for Irish whiskey brand launch

The Quiet Man was created by Ciaran Mulgrew, managing director and co-owner of Niche Drinks, to honour his father, John Mulgrew, a bar tender who knew how to keep a secret.

“In more than 50 years behind the bar, my father saw and heard it all, but like all good bartenders, John Mulgrew was true to the code and told no tales. He was ‘The Quiet Man,’ or as they say in the pubs of Ireland, ‘An Fear Ciuin,’” said Ciaran.

Playing to Mulgrew’s principles, the brand’s creative strategy introduces and celebrates elements of the code, encouraging drinkers to stay true to how and when they drink it.

The Quiet Man brand manager Laura Bogart, said: “Media Bounty has created the brand voice and given life to its proposition across a suite of creative assets which combine modern classic with timeless charm. Their work successfully references the legacy and culture of great whiskey making while remaining true to John Mulgrew’s modesty and integrity.”

Distilled in traditional Irish whiskey pot stills, matured in oak barrels and recasked in first-fill bourbon casks, The Quiet Man is available in two varieties: The Quiet Man Traditional Blended Irish whiskey and The Quiet Man 8-Year single malt Irish whiskey, both bottled at 80 proof and sold in 75cl bottles.

The Quiet Man is available in 27 international markets and was first bottled in June 2015. It was launched in the US in January through a joint venture between Luxco and Niche Drinks, whose partnership dates back to 1986.