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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