Luxco and Niche Drinks Appoint Media Bounty to Work on The Quiet Man Whiskey

Luxco, the St Louis-based alcoholic beverage producer, importer and marketer, and Derry-based Niche Drinks have hired creative digital shop Media Bounty to work on their handcrafted Irish whiskey brand as it launches into new markets.

The London based award-winning agency has been retained to develop brand guidelines and a creative toolkit for The Quiet Man which was introduced to the US market earlier this year and for which Niche Drinks is building the first whiskey distillery to open in Derry in almost 200 years.

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 The Quiet Man.

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.”

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.