Brand Tone

Energetic, confident, and celebratory, using modern and aspirational language to create a sense of community and shared passion, particularly around sporting events. It avoids overly traditional or stoic language, opting for an approachable and dynamic voice that suggests innovation and excitement.

Brand Values

• •Quality & Craftsmanship
• •Community & Passion
• •Modern Heritage
• •Versatility

Best Practices

• •Consistently integrate the core tagline "The Spirit of Irish Sport" and the energy of sports into marketing copy, using active, powerful verbs and celebratory language that evokes passion and community.
• •Regularly educate the audience about the unique "Triple Cask" maturation process, highlighting this key product differentiator to prove the brand's commitment to quality and innovation.
• •Maintain a tone that is self-assured about the whiskey's quality but remains approachable and inclusive, avoiding jargon that might alienate newcomers to whiskey.
• •Foster community through engagement on social media by asking questions, running polls related to sporting events, and encouraging user-generated content to make the audience feel part of the Malones community.
• •Acknowledge the Dublin roots and Irish heritage while consistently emphasizing the brand's forward-thinking approach, framing it as the evolution of Irish whiskey, not a departure from it.

Social Perception

Malones Whiskey is widely perceived as a high-quality, smooth, and versatile modern Irish whiskey, praised for its flavor profile and value. It's strongly linked to sports sponsorships, making it appealing to newcomers. While it might lack the deep complexity for some traditional connoisseurs, it's considered an excellent debut.

Copy Examples

• •Forged in tradition, but not bound by it. Discover Malones Triple Cask Whiskey—an innovative blend for the modern spirit. Exceptionally smooth, layered with character.
• •The perfect match day companion. Win or lose, we celebrate the spirit of the game together. Who are you sharing a Malones with today? #MalonesWhiskey #SpiritOfIrishSport
• •Our signature Triple Cask process is a conversation between three distinct worlds. Bourbon barrels provide a sweet caramel foundation, Oloroso sherry casks add deep fruit complexity, and red ale casks finish with notes of toffee and spice. The result? A whiskey that is layered, smooth, and endlessly versatile.
• •Whether it R it ’s the star of a classic Old Fashioned or smooth enough to stand alone, Malones is crafted for every occasion. Discover your perfect serve. #MalonesIrishWhiskey
• •That winning feeling, bottled. Raise a glass to the weekend! #MalonesWhiskey #Cheers