Turning an Irish craft distillery into a globally recognised, respected and loved brand.
GLOBAL TOOLKIT | INTEGRATED CAMPAIGN | EXPERIENTIAL | INFLUENCER | PR
BY NATURE MADE
Brief
After Glendalough was acquired by Mark Anthony Brands, and in partnership with a bold new marketing team, we set out to drive
global growth. The rebrand, refreshed packaging, and a globally scalable platform would support campaigns across key markets, with the US as a primary focus.
Solution
Glendalough isn’t just inspired by nature — it’s what drives it. This, along with its deep connection to the wild Glendalough valley, became the foundation for a new brand platform rooted in nature.
We defined a positioning for Elevated Nature Seekers — people who look to nature for depth, meaning, and escape. This informed a more premium, poetic brand world that balanced authenticity with aspiration.
From this, we developed global campaigns:
Summer: slowing down and savouring nature’s gifts
Winter: connecting in the outdoors, while embracing the chill
St Patrick’s Day: celebrating the true greens of Ireland
Plus several seasonal and market-specific activations
Each was rolled out internationally, with execution adapted by local agencies in-market. AI was used extensively through the process, from test shoots and production to physical activation design. However, given the brand’s link to nature we treated its use as sensitively as possible.
Results
26% USA sales increase
10%+ sales increase in 13 countries
Canada’s No. 2 super premium gin
Savour summer’s spirit
Our summer gin campaign invited audiences to slow down and savour the season — placing Glendalough at the heart of nature’s sunniest moments. From becoming the drink of choice for Summer Fridays to taking influencers urban foraging, we embraced the joy of slowing down and celebrating life’s simplest, most refreshing pleasures.
The Forageable Billboard
Unveiled at Chicago’s Wicker Park Festival, this living billboard let people forage their own botanicals — just like Glendalough does for its gin. Pick your wild botanicals, then enjoy a cocktail crafted with them.
Go where the woods take you
Our whiskey campaign connected the story of Glendalough Double Barrel — aged in two distinct woods — with the brand’s deep connection to nature. Rather than defaulting to indoors fireside moments, we flipped the winter whiskey cliché. We encouraged people to embrace the chill, step outside, and warm up with the company of good people and great whiskey — no matter the season.
St. Patrick’s Day
St. Patrick’s Day is a key moment for Irish brands — but it’s often celebrated with dyed beers and plastic leprechauns. We took a different path, celebrating Ireland’s true greens: its meadows, forests, and wild hillsides. Our campaign invited people to mark the day naturally — with cocktails like the Glendalough Shamrock (developed with The Hawksmoore), terrarium-making brand experiences, and foraged food pairings. A celebration rooted in nature, not novelty.
Campaign toolkits
Each campaign was turned into a global toolkit for adoption in various markets.
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Agency: Hue & Cry
Executive Creative Director: Mike Beukes
Design Director: Josy Sneddon
Art directors / designers: Chloe Chatenoud | Jessica Lee | Josy Sneddon | Rich Hart | Hailey Hamilton | Rachel Taylor | Bilgin Bernard | Charlie Kwai
3D designer: Saskia Papirnik
Copywriter: Mike Beukes | CJ Fiala
Strategist: Astrid Simpson
Client service: James Gordon | Harry Newton
Client team: Karl Roche | Serena Huggard | Nicola Martin | Sean Windsor | Francis McConnell
PR team: Kristina Sosa | Brooke Paul | Kirstin Magan
Production company: Lustre
Executive producer: Chantel Greene
Photographer: Russell Smith
Editor: Nicky Cook
Artworker: Martin (Chuzz) Wade
Motion designer: Elliott Quashie
Experience agency: Sense