Blending retail with hospitality to create the ultimate host brand
Irish whiskey is on the cusp of a new golden age. Inspired by the 19th-century master distiller George Roe, Diageo’s contemporary whiskey brand Roe & Co wanted to transform the former Power House of the Guinness Brewery in Dublin into a distillery full of fun and flavour in order to launch their brand to an urban audience. Inspired by community and craft, their challenge to us was to create the best place to experience Roe & Co whiskey in the world.
We led an in-depth exploration to understand who Roe & Co’s consumer is. Uncovering a varied demographic of all ages - from whiskey novices to seasoned connoisseurs - we found that customers were looking for an enhanced distillery tour experience that blends a spirited story of creation with quality, choice and personalisation.
We created a multifunctional retail hub that acts as the threshold for Roe & Co’s visitor tours. Blending retail with hospitality, the inviting space provides the perfect introduction and culmination of the distillery tour and allows visitors to fully immerse themselves in the brand and its products.
Developing the customer journeys to cater to various audiences, we created a space that introduces the brand as the ultimate host, complete with a ticketing desk, relaxing lounge, lively bar and cocktail stations where customers can craft their perfect drink according to their taste profile. They can then build their own cocktail kit complete with the ingredients, glassware and equipment they need to take their new favourite tipple home with them, packaged up in boxes designed by us and inspired by local nature.
Strategic shift: From a typical whiskey producer to a spirited, storytelling host
Visitors discover their taste profile and can build a cocktail kit complete with the ingredients, glassware and equipment. We designed packaging inspired by local nature to ensure they get their selections home in once piece.