Roe & Co Irish Whiskey partners Guinness for its first US campaign

Best enjoyed side by side, Roe & Co and Guinness raise a glass to good neighbours everywhere It’s no secret that good neighbours make for good times, and this year, the need for connection has been at an all-time high, leading to a resurgence in people reconnecting with their neighbours. […]

Best enjoyed side by side, Roe & Co and Guinness raise a glass to good neighbours everywhere

It’s no secret that good neighbours make for good times, and this year, the need for connection has been at an all-time high, leading to a resurgence in people reconnecting with their neighbours. In that spirit, Roe & Co Blended Irish Whiskey has teamed up with Guinness – the distillery’s real-life Dublin neighbour – to release new brand spots that showcase the importance of local communities coming together now more than ever before.

Starting this month, Roe & Co will be launching the “Neighbors” campaign across social media. The creative will consist of two spots to be released this month, each highlighting the Irish Whiskey’s ties to Guinness whilst celebrating their status as both new and old neighbours.

Named after George Roe, a true innovator of the golden era of Irish whiskey, Roe & Co’s light pear note echoes its heritage from the pear tree that stands on the old George Roe and Co grounds in Dublin dating back to the mid-1800s. George Roe helped build the golden era of Irish whiskey in the 19th century. Their distillery at Thomas Street in Dublin, a neighbour to the well-known Guinness brewery, remains a historic landmark and was once Ireland’s largest exporter of whiskey.

Last year, Roe & Co converted the iconic Guinness Power Station into a new urban distillery in the heart of Dublin’s whiskey district and adjacent to where the old George Roe and Co distillery once sat.

“Over the last year, Roe & Co has made a new home in an old neighbourhood in Dublin, just steps away from St. James’s Gate, and we couldn’t be more thrilled to once again be neighbours with our friends at Guinness,” said Milly Shome, Senior Brand Manager, North American Whiskey.

“With the release of the ‘Neighbors’ campaign, we wanted to showcase the kind of neighbourly spirit we believe is worth recognising and remind everyone that good times are made even better when everyone is being welcomed as part of your community.”

Roe & Co is non-chill filtered and bottled at an ABV of 45 per cent (90 proof). In the US, the Irish Whiskey can currently be purchased in Massachusetts, Connecticut, Rhode Island, New Jersey, New York, Maryland and Washington, D.C. but will also be expanding into the Illinois and Ohio markets at the beginning of 2021.

The article Roe & Co Irish Whiskey partners Guinness for its first US campaign appeared first on World Branding Forum.

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