Cork Dry Gin. Accidentally on Trend.
How to awaken a sleeping beauty on a shoe string budget
Marketing Breakfast Series 2020 – Creating Better Business with MCCP
Cork Dry Gin, Ireland’s first ever commercially produced gin, had owned the gin and tonic serve and was the clear market leader in Ireland for over 70 years. Then Gin as a spirit enjoyed a huge resurgence and lots of new entrants came into the market and did a phenomenal job in making gin a stylish choice for consumers everywhere Cork Dry, the original Irish gin, was suddenly left behind and fashionable craft and boutique gins became the most have consumer choices.
Pernod Ricard has an extensive gin portfolio and as Cork Dry Gin was a local as oppose to a strategic brand for the group , it was hard to justify significant marketing investment to compete in the space. In 2019 Catherine and Annemarie managed to secure some additional investment and knew that it would have to work extremely hard to turn the brand around. They will talk through the campaign which has been rolled out in 2019 and the results achieved to date.
The Marketing Institute is delighted to announce that MCCP returns as the official sponsor of our “Marketing Breakfast Series”, following two very successful years. We are looking forward to the series’ continued success. MCCP is a leading strategic brand agency with expertise across research, brand strategy innovation and culture – partnering with clients to bring transformational growth. MCCP’s inputs are instrumental in making The Marketing Breakfast so successful.
22 January 2020,7.45am - 9.00am
Catherine Casserly, Annemarie Moleri
Marketing Director, Ireland, Irish Distillers Pernod Ricard
Catherine took up her current role as Marketing Director, Ireland in 2016. Prior to that she held numerous roles on the global side of the business for Irish Distillers including most recently Global Market Activation Director and Global Brand Director, Delivery for Jameson. She holds a BA in International Marketing and Languages from Dublin City University and previously held marketing positions with the McLaren Formula One Team and Bord Bia.
Senior Brand Manager, Other Spirits and Wines, Irish Distillers
Annemarie Moleri currently heads up the White Spirits team within IDL Commercial Ireland and solely manages the Gin Portfolio. Annemarie joined Irish Distillers in 2017 as Trade Marketing Manager for both on the On & Off Trade. Having previously worked in Dixons Carphone and at C&C Gleeson looking after key commercial brands within the Gilbeys Wine division.