Launched in summer 2020, The Busker is a “new-to-world” Irish whiskey that honors its heritage while being crafted specifically for the American palate. Distilled at the Royal Oak Distillery, The Busker is unique in that it brings together all four styles of Irish whiskey—Single Grain, Pot Still, Single Malt, and Blend—produced under one roof, offering a versatile and modern take on a classic spirit.
Entering the market during the height of the COVID-19 pandemic posed a significant challenge. The wine and spirits industry faced widespread disruption, and launching a new brand in an already crowded and rapidly growing Irish whiskey category required a bold, strategic approach. The goal was clear: introduce The Busker to the U.S. market in a way that would build awareness among key audiences and drive consumer interest.
C&P developed and executed a fully integrated communications campaign during the brand’s first six months. The program combined media relations, influencer partnerships, trade advertising, social media, and virtual tastings to create a cohesive launch strategy. As pandemic restrictions eliminated in-person events, the team quickly pivoted to digital-first engagement, ensuring the brand could still reach media, industry professionals, and consumers. To encourage trial and generate authentic coverage, samples were distributed to journalists, influencers, and spirits competitions nationwide.
Despite a challenging launch environment, this agile, multi-channel approach helped introduce The Busker to the U.S. market and build early momentum for the brand.
