the birth of hell-cat maggie irish whiskey

WHISKEYFINE IRISH

A UniqueHibernian Spirit

40% ALC./VOL. (80 PROOF)

A UNIQUE HIBERNIAN SPIRIT

THE ART OF

CREATING A NEW

BRAND OF

IRISH WHISKEY THE ESCAPE POD

A CASE STUDY BY:

In June 2014, Phillips Distilling Company

approached The Escape Pod with an

interesting challenge: create a new brand

of Irish whiskey. From scratch. This book is

a document of the strategic thinking and

design exploration that went into creating a

new Irish whiskey that is designed to shake

things up in its category. The whiskey is

distilled at the famous Cooley distillery in

Louth, Ireland. Its bottled here in the USA.

Hell-Cat Maggie Irish whiskey launches

nationally on St. Patricks Day, 2015.

2015 The Escape Pod, LLC. These m

aterials are the property of The Escape Pod, LLC and m

ay not be reproduced or distributed

without written consent from the Escape Pod, LLC.

We identified three creative territories we felt might yield

interesting ideas for this new brand of Irish whiskey.

1. IRISH-AMERICA. Specifically, 1850s Gangs of New York era

Irish-America. Smokey taverns, cobblestoned streets, crazy

whiskey-fuelled nights. It gives the brand a backstory as well

as a unique design vibe and cultural context.

2. BE THE CRAZY ONE. Be the funky new brand that shakes up

the category by being the cool alternative to the rather safe

and boring existing brands.

3. OUT IRISH THE IRISH. The current category players are rather

subdued and dont directly evoke the Emerald Isle in a visceral

way. Maybe thats a weakness. Ireland equals fun drinking

times in the minds of many American drinkers. Much as New

Orleans does.

IRISH-AMERICA

40% ALC/VOL (80

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A U N I QU EH I B E R N I A N S P I R I T

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5P O I N T E R


SERGEAN

SERGEANT OTOOLES

The fi ctitious Sergeant OToole was

created to embody the tradition of Irish

Americans in law enforcement.

80A UNIQUE

TRIPLE-DISTILLED

BLEND OF THE FINE

ST

IRISH CRAFTMANSH

IP & AMERICAN KNO

W-HOW.

40%

PROOF

IRISH W

HISKEY

BY

VOL

ALC

HELLCAT

MAGGIE

BY WAY OF COUNTY P

LOUTH

IRELAN

D

FIVE POINTS NEW Y

ORK

80A UNIQUE

TRIPLE-DISTILLED

BLEND OF THE FINE

ST

IRISH CRAFTMANSH

IP & AMERICAN KNO

W-HOW.

40%

PROOF

IRISH W

HISKEY

BY

VOL

ALC

HELLCAT

MAGGIE

BY WAY OF COUNTY P

LOUTH

IRELAN

D

FIVE POINTS NEW Y

ORK

HELLCAT

MAGGIE

HELL-CAT MAGGIE

Hellcat Maggie was an actual historical

fi gure in the Five Points area. Tough

as nails, she actually fi led her nails

and teeth into points which which to

shred her opponents skin in a fi ght.

She was featured in the movie Gangs

of New York.

FIVE POINTS

NEW YORK

BY WAY OF COUNTY PLOUTH

IRELAND

80

40%ALC

BY

VOL

PROOFIRISH WHISKEY

A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW

FIVE POINTS

NEW YORK


IRELAND

80

40%ALC

BY

VOL

PROOFIRISH WHISKEY

A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP & AMERICAN KNOW-HOW

HELLC

XXXXXXX

Hellcat Maggie

PROOF

8040%ALCBY

VOL

IRISH W

HISKEY

A UNIQUE TRIPLE

-DISTILLED BLEN

D OF THE FINEST

IRISH CRAFTMANS

HIP & AMERICAN K

NOW-HOW.

COUNTY

LOUTH

IRELAND

HELLCAT

MAGGIE

Hellcat Maggie

PROOF

8040%ALCBY

VOL

IRISH W

HISKEY

A UNIQUE TRIPLE

-DISTILLED BLEN

D OF THE FINEST

IRISH CRAFTMANS

HIP & AMERICAN K

NOW-HOW.

COUNTY

LOUTH

IRELAND

PLUG UGLY

The Plug Uglies were a notorious Five

Points gang. They were the sworn enemies

of the Dead Rabbit gang led by Bill The

Butcher Poole who was portrayed by

Daniel Day Lewis in Gangs of New York.

I R I S H W H I S K E Y

A unique Hibernian Spirit

40% ALC/VOL ( 80 PROOF )

I R I S H W H I S K E Y

A unique Hibernian Spirit

40% ALC/VOL ( 80 PROOF ) OL ( 80 PROOF ) OL ( 80 PROOF ) OL ( 80 PROOF ) OL ( 80 PROOF ) OL ( 80 PROOF ) OL ( 80 PROOF ) DEAD RABBIT

The name of the gang led by Daniel Day

Lewis in Gangs of New York.

OL ( 80 PROOF ) OL ( 80 PROOF )

I R I S H AM E R I CANW H I S K I E

A U N I Q U E

H I B E R N I A N S P I R I T


OL ( 80 PROOF ) OL ( 80 PROOF )

NARROWBACK

A narrowback is a derogatory

Irish-American term. It refers to

second-generation Irish-Americans.

And it implies that they are too soft

for hard physical labor.

MUCKER

MUCKER

A mucker is an Irish-American term

that refers to someone who digs

(in muck) for a living.

BE THE CRAZY ONE

40% ALC/VOL 80 PROOF

WHISKEYUsing only the highest quality Irish malt

FINE IRISH




FINE IRISH


POOK

APOOKA

A pooka (Gaelic: puca) is a legendary

Irish mythological fi gure. It is a

somewhat mischievous spirit that

can take many physical forms.



FINE IRISH


POOKA

Fine Irish WhiskeyP O O K AW H I S K E Y . C O M

MMXV

A POOKA IS

A LEGENDARY

IRISH SPIRIT.

IT CAN BE A

FORCE FOR

GOOD OR IT

CAN BE AN

EVIL LITTLE

BASTARD.

MUCH LIKE

YOURSELF.

PRINT AD

POOKA

IRISH WHISKEYA unique Hibernian pirit.


POOKA

IRISH WHISKEYA unique Hibernian pirit.


POOKA

AQUA VITA HIBERNIA

Whiskey (Gaelic: Uisce Beatha) means

water of life. Hibernia is the Latin

word for Ireland. Put those things

together and you get Aqua Vita

Hibernia. Or Irish whiskey in Latin.

40

VOL

80

PROOF

40

VOL

80

PROOF

40

%A

LC

/V

OL

Smooth

THE WATER OF LIFE

COUNTY LOUTH, IRELAND

HIBERNIAHIBERNIA

AQUA VITAAQUA VITAAQUA VITA

TRIPLE DISTILLED4

0%

AL

C/

VO

L

Smooth

THE WATER OF LIFE

COUNTY LOUTH, IRELAND

HIBERNIAHIBERNIA


TRIPLE DISTILLED

HIBERNIAHIBERNIA

OUT IRISH THE IRISH

AND THE

WINNER WAS...

COASTERS

POSTER

Cheers!If youd like to taste Hell Cat Maggie, email

[email protected].

Hell send you a bottle.

5HM2015 The Escape Pod, LLC. These m

aterials are the property of The Escape Pod, LLC and m

ay not be reproduced or distributed

without written consent from the Escape Pod, LLC.

5A Unique

Hibernian Spirit

GWEE

DORE

40

%A

LC

/V

OL

Smooth

THE WATER OF LIFE

HIBERNIAHIBERNIA


TRIPLE DISTILLED


IRELAND

80

40%ALC

BY

VOL

PROOFIRISH WHISKEY

A UNIQUE BLEND OF THE FINEST IRISH CRAFTMANSHIP

& AMERICAN KNOW-HOW40% ALC/VOL (8

0 P

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the birth of hell-cat maggie irish whiskey

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