| Known for its bold flavour and striking blue bottle, breaking into the highly competitive U.S. market required a campaign as distinctive as Gunpowder Irish Gin itself. And what better moment to make a splash in the US than on National Gin & Tonic Day! |
| The brand commissioned creative studio Butterfly Cannon to craft its first major advertising push. With a growing demand for super-premium spirits, this campaign positions Gunpowder Gin alongside established names like Hendrick’s, Tanqueray No. TEN, The Botanist and Empress 1908. |
| With the US having significant cultural ties to Ireland, and an audience eager for authenticity and new discoveries, the opportunity was clear: craft a 360° campaign that leverages the gin’s far-flung unique botanicals, Irish heritage and ‘Gunpowder Spritz’ signature gin & tonic serve to entice curious drinkers. Inspired by the fearless curiosity and global presence of the Irish, we created “A Curious Irish Adventure” – a campaign that brings to life the spirit of exploration that defines both the brand and its founder, P.G. Rigney. This platform marries the rich heritage and extraordinary botanicals that make Gunpowder Gin so desirable to a discerning US audience, who are looking to live and drink more adventurously. |
| Sam Pittman, Associate Creative Director at Butterfly Cannon: “This campaign isn’t just about selling gin – it’s about selling a story. Gunpowder Gin isn’t ordinary, and neither is the journey behind it. We showcase the relentless pursuit of rare botanicals, from China to Drumshanbo, Ireland and everywhere in between, with a striking visual identity built around its signature Gunpowder blue – bold, ownable, and premium.” A dynamic journey-line motif brings the adventure to life, symbolizing the founder’s quest for unique and extraordinary botanicals, like orris root and meadowsweet and, of course, the gin’s namesake gunpowder tea from Zhejiang. While stunning product photography from Rob Lawson captures the gin’s crisp, refreshing taste. And the copy? Witty, playful, and unmistakably Irish – brand-building with a touch of Irish charm. |
| Zoe McGee, Strategy Director at Butterfly Cannon: “An affluent US gin-drinking audience presents us with a unique challenge, whether that’s their palate, the prevalence of cocktail culture, or an increasing desire for story behind the serve. By heroing those characteristics and telling that story in a distinctive and memorable way, we cement Gunpowder Gin’s status as a major player in the super-premium gin segment. “A Curious Irish Adventure” is a 360° homage to what makes this brand special. We’re excited to see where it takes us next!” To crack the US market, a one-size-fits-all approach wouldn’t work, so the campaign was tailored for key audiences and platforms – because context matters. From press and online ads to a 30-second connected TV spot, adapted seamlessly for digital and social, every touchpoint pulls consumers into the Gunpowder Gin story. |
| “A Curious Irish Adventure” is now live on paid social media, with other touchpoints rolling out through 2025. Learn more about Gunpowder Irish Gin and where to buy it here. Media planning and buying, across digital and traditional channels, were led by Dossier Media. Andrew Eis, Vice President of Marketing, at Palm Bay International: “Butterfly Cannon truly understood what makes Gunpowder Irish Gin special and translated that into a campaign that resonates with the US audience. The combination of curiosity, adventure, and premium appeal sets us apart in a crowded market. It was an absolute pleasure to work with them on this journey and we look forward to many more ‘curious adventures’ in the future.” |
Gunpowder Irish Gin, let the adventure begin. |
Source: Butterfly Cannon
Drumshanbo Gunpowder Irish Gin Embarks on “A Curious Irish Adventure” – Campaign by Butterfly Cannon added by newsroom on
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