That's What I Call Marketing S4 Ep6: Behind the Bottle: The Untold Risks & Triumphs of Glendalough's Global Gamble
In this in-depth episode of 'That's What I Call Marketing,' I meet with Gary McLoughlin, a distinguished figure in the Irish marketing landscape and co-founder of Glendalough Distillery. Gary delves into his rich marketing career, sharing his experiences from working in agencies like TBWA and Dialogue to his role in launching and growing Glendalough Distillery. The discussion highlights the creation of Glendalough's unique brand identity, the marketing principles applied, and the strategic focus on authenticity and premium positioning. Gary reveals the challenges and triumphs of expanding into the U.S. market, emphasising the importance of on-the-ground efforts and the balanced use of social media. The episode also showcases the pivotal partnership with Mark Anthony Brands, which significantly propelled Glendalough's growth. There are incredibly detailed insights on managing a global brand presence across 42 markets, along with the tactical shift in focus at Cobblestone Brands. Gary discusses new ventures, including the Four Corners American Gin and Star Key Rum, shedding light on the strategic and authentic approach to product development and market entry. The conversation underlines the importance of authenticity, strategic focus, and continuous learning in building successful global brands. Gary's journey is a testament to the blend of creativity, strategy, and perseverance required to navigate and succeed in the competitive world of marketing and brand building.
01:49 The Founding of Glendalough Distillery
02:18 Building the Glendalough Brand
04:18 Challenges and Successes in the Spirits Industry
06:31 Innovative Marketing Strategies
07:36 Lessons in Expanding to the U.S. Market
11:32 Crafting the Brand Identity
15:56 Innovating with Seasonal Gins
22:25 Going Global: Challenges and Triumphs
26:14 Targeting Key Bars and Liquor Stores
27:17 Social Media Strategies and Hard Work
28:01 Expanding State by State
28:45 The Turning Point with Mark Anthony
31:29 Managing a Global Brand
33:50 Reuniting the Team
36:21 Focusing on Key Markets and Products
47:15 Future Ambitions and Reflections
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