Media Bounty London


Luxco, the St Louis-based alcoholic beverage producer, importer and marketer, and Derry-based Niche Drinks hired Media Bounty to work on their handcrafted Irish whiskey brand as it launches across new markets.

We were retained to develop brand guidelines and a creative toolkit for The Quiet Man which was introduced to the US market this year and for which Niche Drinks is building the first whiskey distillery to open in Derry in almost 200 years.

The Quiet Man was created by Ciaran Mulgrew, managing director and co-owner of Niche Drinks, to honour his father, John Mulgrew, a bar tender who knew how to keep a secret.

Playing to Mulgrew’s principles, the brand’s creative strategy introduces and celebrates elements of the code, encouraging drinkers to stay true to how and when they drink The Quiet Man.

Media Bounty created the brand voice and has given life to its proposition across a suite of creative assets which combine modern classic with timeless charm.

The work successfully references the legacy and culture of great whiskey making while remaining true to John Mulgrew’s modesty and integrity.


  • Luxco, Niche DrinksClient
Project featured: on 4th May 2017

Luxco and Niche Drinks create The Quiet Man code