The story of Irish Whiskey mirrors the story of Belfast itself. Once the most popular spirit in the world, the next century saw it fall into a steep decline as US prohibition and political turmoil left the stage set for the Scottish to steal the show. But now, the world’s fastest growing spirit category is due a rebirth.
Along with 16 new Irish distilleries set to open in the coming years, the Belfast Whiskey club is part of a burgeoning movement about reconnecting with that heritage and celebrating the new.
In a market that is becoming saturated with faux-history it was important to build a brand that wore its heart on its sleeve — this is for real whiskey lovers seeking to build a community. Inviting visuals leaning towards a nostalgic but authentic past whilst remaining bold and modern.
Good brands allow us to reconnect with authenticity in an era of marketing. To feel ownership, belonging and build community. Belfast alone was home to more than 5 major distilleries. That’s a story we should be telling, celebrating.
In a market over-saturated with faux history it was important to ground the Belfast Whiskey Club in the heritage of Belfast’s former whiskey industry and venues.