Shortcross Gin and Whiskey are carefully crafted on the beautiful grounds at Rademon Estate Distillery in Crossgar, Northern Ireland.
Shortcross was founded in 2012 by Fiona and David Boyd-Armstrong. At this time, they had a vision of re-defining what Irish gin should and could be, setting out to create the first gin distilled in Northern Ireland. The Shortcross Whiskey journey began in 2015, when Fiona and David distilled whiskey on Ireland’s smallest copper pot still. The whiskey is carefully curated with an attention to detail. From the mash bills, fermentation, distillation and maturation, Shortcross Whiskey also places a strong focus on flavour.
Shortcross came to Rapid to help promote their whiskey and gin on social media. As well as this, they wanted to drive sales for their distillery tours and increase footfall at the distillery. Shortcross wanted to enhance their online presence and boost sales, we therefore provided social media management, campaign creation and email marketing.
Rapid provided social media management across Facebook and Instagram. We carefully created social media campaigns, scheduled content across the platforms and analysed the performance to monitor the strategy.
By working closely with David and Fiona to understand their commercial aims and ambitions, we created an always-on campaign for both Shortcross Gin and Whiskey, using the taglines ‘Crafted in the Spirit of Ireland’ and ‘Straight Talking Irish Whiskey’.
A Christmas campaign was also executed to communicate the true meaning of Christmas. With this, we created taglines for each spirit. We crafted a tagline for their Gin that was classy and festive – ‘A Measure of Magic’.
For Whiskey, the tagline crafted was ‘Make it memorable, Make it Shortcross‘ creating an elegant and sophisticated campaign that fully reflected the luxury of the brand.
We provided campaign art direction, developed campaign concepts, built out campaign assets and managed the delivery of the campaigns through social media assets.
Our in-house designers further developed Shortcross’ digital brand identity by creating graphics and reels to be used across social media platforms. The static graphics and reels created by Rapid beautifully presented the spirits, cocktails and the distillery.
Rapid supported Shortcross through the creation of engaging, customer-focused and design-driven email campaigns in line with the Christmas campaign. This email marketing campaign was created with the purpose of encouraging customers to gift loved ones at Christmas with Gin & Whiskey gifts.
Shortcross Gin and Whiskey are beautifully marketed across social media platforms through reels and static graphics, showcasing the beautiful grounds of Rademon Estate, the distillery, the process of distillation and the ingredients in the spirits. Digitally, we’ve seen positive growth of engagement and reach across social media platforms and brand consistency across Facebook and Instagram.