Context

The founders of Skellig Six 18 from Cahersiveen, County Kerry on Ireland’s Atlantic Coast approached us about the possibility of entering the fast growing Ultra Premium segment with a premiumisation revenue and equity growth model.

This innovation is important  not just in revenue terms but in terms of overall brand equity and how it communicates their brand purpose, values and beliefs.

What We Did

Having identified the market opportunity in the fast growing Ultra Premium segment of Irish whiskey we created a concept and strategy to deliver this innovation.

We worked off the brand’s Characterful Journey brand purpose which inspires and celebrates progression, possibility and achievement as a foundation. We further evolved the brand architecture and developed a pricing strategy that worked from the strategic pillars of Quality and Stories of Journeys of Character, journeys which enable people to progress and achieve  success. We celebrate that.

Inspired by the UNESCO heritage site at the point where the stars meet the sea, Skellig Dark Sky Reserve is an exclusive limited edition release of exceptional 23 year old single malt whiskey.

It was distilled at the turn of the century and Atlantic Aged under the stars that have guided kings, travelers, merchants and commerce on their progress for centuries along the Western coast of Ireland onwards to America, Europe and Asia. 

Each step made on the journey through the centuries marked the progress and the building of  character for those who journeyed.

So too, this exceptional whiskey has developed its unique character after maturing throughout its own quarter century journey towards excellence in handcrafted oak bourbon barrels.

Every step in life’s journey should be valued and celebrated, the Dark Sky Reserve Collection rewards your journey and achievement and what it took to get you to where you are. 


Such a premium innovation demanded flawless craftsmanship. The imposing bottle is crowned with a custom wood and copper cork, and adorned with ornate metal decorations, also designed specifically for the project. Every detail, from the paper stock to its fine foiling, and the handcrafted oak box which presents the bottle, engraved Valentia coasters and accompanying booklet, was designed and produced with the highest level of detail.

True Character inspires true progress.

Results

The Dark Sky Reserve was launched in March 2025 with a distinctive sales model, ultra premium pricing and exclusive design.

The communications plan is in place and will be delivered in the coming year at carefully planned intervals to reach millions of consumers and drive engagement and quality credentials.