McGargles: It's a crafty business

This case study describes the launch of the McGargles, a craft beer brand by the Rye River Brewing Company in Ireland, a competitive market for beers where advertising is sometimes perceived as damaging 'craft beer' credentials.

McGargles: It's a crafty business…

Agency: AcornClient: McGargles

Introduction & Background

This is the story of a small Irish craft beer that used branding and advertising in a traditionally ad-adverse market to establish themselves as worthy contenders amongst their giant global competitors.

The Irish craft beer industry has been a true success story since the revival of the market in 2009, expanding annually. Following the economic collapse of 2008, Irish consumers felt the need to support small Irish brands again. Where trendy Celtic Tiger nightclubs once flourished, dedicated craft beer pubs now operate with a roaring trade....

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