Heads and harps unite in Irish whiskey story

Heads and harps unite in Irish whiskey story
Simon Fay, international marketing director, Irish Distillers Picture: Robbie Reynolds

Irish Distillers’ marketing strategy is rooted in heritage, according to international marketing director Simon Fay

March is the biggest month of the year for Irish Distillers, the world’s largest distiller of Irish whiskey, with 10 per cent of its multimillion euro marketing budget allocated towards initiatives around Saint Patrick’s Day.

The company, which counts Jameson and Powers among its brands, has employed a specialist March team to oversee marketing programmes across the world over this weekend.

These will include whiskey tastings and distillery tours in its Jameson Bow Street...

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