How to Breath New Life into an Old Brand: Dunville’s Irish Whiskey

When a brand dies, it usually disappears and never sees the light of day again.

But some old and neglected brands still have value that can be leveraged with a new and different approach.

People remember these brands nostalgically or rally around brands with retro appeal.

It allows some brands to not only come back from the dead but be revived, refreshed, and reinvented.

A good case in point is how The Echlinville Distillery took an old brand, Dunville’s, and transformed it into a fast-growing Irish whiskey.

In the 1800s, Dunville’s was one of the world’s largest brands. It was in 56 markets worldwide and had 27 offices.

Echlinville’s Jarlath Watson said that when Dunville’s brand assets were acquired, the company didn’t want to be accused of milking the brand.

As a result, it “overcompensated” by ensuring that Dunville’s is high-end Irish whiskey.

As Echlinville purchases other brands, Watson said the magic is capitalizing on their traditional heritage and then bringing the brands into your modern era.

“We will be very sympathetic to the old labels, the old branding, and the old brand’s values and messages.

Then, we slowly, slowly add a modern contemporary twist to that.”

Originally published at https://www.marketingspark.co.