Rebel City Distillery
Spirit Revolution from The Rebel City!
Highlights
➜ Extensive national and regional media coverage secured including interviews with the founders and reviews of the gin
➜ Successful virtual launch event attended by leading Irish drinks media and bloggers
➜ Growth of social media following by 50% during campaign
The Brief
Rebel City Distillery opened its doors in 2020 as the first new boutique distillery in Cork City in almost 50 years. Founded by Robert and Bhagya Barrett, Rebel City Distillery is situated in the heart of Cork’s historic Docklands, and produces premium spirits which draw inspiration from around the world. In 2020, Rebel City Distillery also launched its first spirit, Maharani Gin, a premium gin zested with pomelo fruit, and uniquely spiced with cassia and nutmeg-mace. Maharani Gin celebrates a fusion of Cork and Keralite cultures and pays homage to Kerala women who are known for their strength and importance in society.
The Approach
The distinctive branding and powerful symbolism of Maharani Gin informed a strong communications strategy, enhancing the brand story and increasing consumer awareness of the new product. Due to the impact of Covid-19, a digital-first approach was adopted which included the creation of unique brand assets, detailed organic and paid social media campaigns and creative collaborations with leading lifestyle and drinks influencers. The product was launched at an exciting virtual event – Ireland’s digital ‘first pour’ of Maharani Gin. Irish drinks media and influencers received exclusive invites and personalised packs of the gin and goodies for the event. This activity was supported by widespread media relations activity and a media partnership with Irish Times.
The Impact
The launch of Maharani Gin was very successful with many of Ireland’s leading drinks writers, bloggers and enthusiasts attending the virtual event and contributing to positive online reviews. This activity was further enhanced with a strong social media strategy that resulted in 50% growth of the brand’s social media following during the campaign. The media relations drive generated very strong placements across national, regional, consumer and trade publications, with positive mentions for the gin’s unique flavour profile and fantastic brand story. Extensive media profile opportunities were also secured for the founders of Rebel City Distillery in various media outlets.
Rebel City Distillery