Media & Marketing

Roll out the Barrel Club: How one whiskey distillery is turning imbibers into subscribers

Midleton has had great success with the club, which offers access to exclusive whiskeys, with 70 per cent of original members renewing for a second year

John Carroll, marketing manager at Irish Distillers Brand Homes. ‘It’s a great way for whiskey curious people who might have been beer or wine drinkers to join us and stay on board for a year long journey.’ Picture: Fergal Phillips

Whiskey is more than a drink these days, and this means brands need to engage more with customers to create experiences, according to John Carroll, marketing manager at Irish Distillers Brand Homes.

Carroll oversees the Barrel Club, a whiskey membership club run by Midleton Distillery, which owns brands including Jameson, Redbreast, Powers and of course Midleton. It’s aimed at enhancing loyalty among existing consumers and growing the overall market by bringing new drinkers to the ...