Rooster Unleashes New PR Programme for The Wild Geese Collection

Rooster Unleashes New PR Programme for The Wild Geese Collection
25th September 2015 admin_rooster

Rooster Unleashes New PR Programme for The Wild Geese Collection

In Client News, Rooster News

Appointed by Protégé International to deliver campaigns that celebrate the brands’ unrivalled taste and Irish heritage.

Protégé International has appointed leading PR & digital communications agency Rooster to deliver a series of creative trade and consumer campaigns that celebrate the heritage of their Wild Geese® collection of premium Irish spirits. Owned by Avalon Group Inc., the collection includes a selection of Irish whiskeys, two rums and the recently unveiled The Wild Geese® Irish Honey Liqueur, Untamed® Irish Vodka and The Exiles® Irish Gin, to make up the first and only super premium Irish Spirits Collection in the world.

As the drinks industry sees rapid growth in the spirit category, with premium spirits accounting for more than 60% of the total spirits value*, Rooster’s campaigns will target sophisticated audiences who are discerning with their drink choices, rather than a mass market. This will include targeted consumer outreach to drive traffic to the online sales platform and a trade relations campaign to build brand awareness across the industry. The execution of campaigns will be timed to capitalise on key seasons and events including Christmas and St. Patrick’s Day in early 2016.

André Levy, Protégé International Chairman, stated: “Our range of premium spirits are steeped in Irish heritage and have consistently won awards for their taste, including being voted ‘3 Times Best Irish Whiskey’ and ’Best Gold Rum in The World’ at the World Rum Awards 2015.”

“We look forward to seeing the creative ways Rooster will be able to communicate these messages to drive cut through of our brands within key target consumer sectors.”

James Brooke, Managing Director at Rooster, stated: “We’re delighted to be representing this collection of premium spirits that are so richly steeped in Irish heritage. The team look forward to driving impactful coverage that will craft a strong brand image for Wild Geese and disrupt the UK premium spirits market.”


* Source: 2014 industry figures

For further press information please contact:
James Brooke/Stuart Fyfe/Nick Wheywell/Kevan Barber
Rooster PR
T: +44 (0)20 3440 8930
E: [email protected]

About Protégé International
Protégé International Limited was formed in 2000 to provide an exclusive worldwide sales and marketing service to its clients. To date Protégé has played a pivotal role in the design and creation of iconic and evocative products, developed to meet opportunities and trends in the international market. Their portfolio includes the first super premium Irish Whiskey Collection (winner of 24 international premium spirit awards), a Rum Collection, an Irish Vodka, Irish Gin, Irish Honey Liqueur, a range of cigarette brands and an American beer.

Protégé International delivers premium quality brands to market, communicating their unique, competitive positioning. Products are formulated to have a bold presence on the shelf and come with their own narrative, giving credibility and longevity.

For more information, visit