Working alongside Bord Bia, we were tasked with developing a whiskey brand, personality and packaging for Micil Distillery. The team at Micil are sixth generation distillers and have honed their distilling craft from traditions passed down from the generations before them. Founded in 2016, the distillery was the first to open in Galway in over 100 years and the brand kicked off their trading with their award-winning Irish Gin and poitín, a traditional distilled Irish spirit.
The launch of two initial whiskey releases is not only fulfilling a dream for the Micil team, but is also forging a new era for Galway whiskey. With their roots in poitín distilling, whiskey was the natural next step as before the introduction of cask maturation they were essentially the same spirit, separated only by the buying of a license.
The Inverin Small Batch release is inspired by the stunning Connemara landscape that is the distillery’s home and is influenced by the illicit craft of the potín makers of years gone by. We reflected this in our colour choice as well as detail such as roughed paper stock and edging of label to give a handcrafted feel.
The second release, Earls Island, is much more colourful in nature and seeks to bring alive the vibrancy and latin influence of Galway city. Whilst the bottle labelling is notably different in use of colour and is elevated to a more premium look with additional use of foils and production techniques it is still clear the two whiskeys have a family feel and equally, sit comfortably alongside the existing products in the Micil portfolio.
Madeira Island joined the range in the autumn of 2022.
Ever hardworking and seeking opportunities the Micil Distillery team have also released an Irish Cream, made with Irish Poitín. With a white opaque bottle the Irish Cream is a stark contrast to the existing black bottle products in the range but it provides a sense of creamy deliciousness. Lino cut illustration depicts the Connemara farmland and illicit poitín distilling heritage and an original Irish Cream recipe from founder Pádraic O’Grillais’s grandmother features in foil blocking on the neck label.
Our relationship continues with Micil Distillery as they embark on the next stage of the brand’s life and look towards opening a new distillery and visitor attraction in the coming years.
As an extension to their Core and heritage Poitín offer Micil released the Chestnut Cask Saothrú Limited Edition in the autumn of 2022 and celebrates the creativity of Connemara Poitín distillers both old and new.
A key factor in the growth and development strategy for the brand was an improved online presence. Working closely with development agency Castle33, we have delivered an exceptional online brand home and retail shop that truly tells the Micil Distillery story and vision for the brand's future. Visit the site here.
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