A Fresh Outlook for an Old Friar
Franciscan Well is a historic, award-winning brewery in Cork, Ireland. Its rich heritage is rooted in its location, a Franciscan monastery with a well where friends have been gathering and exchanging stories since the 17th century. But packaging wasn’t capturing the spirit of that heritage, and it wasn’t optimized to support a product strategy with seasonal and limited edition brews. Global beer maker Molson Coors knew that Trinity would recognize the potential of Franciscan Well, so it called to engage our help soon after acquiring the Irish brand.
Trinity repositioned the storied brand to take advantage of explosive growth in the European craft beer market. Shortly after its re-launch, Franciscan Well became the #1 on-premise craft beer in Ireland. And the limited edition collaborations we developed with the well-known Irish distillery, Jameson, have not only helped to increase craft beer drinkers’ interests but also allowed the brand to achieve a listing in Duty Free locations. A second brewery is slated to open in 2016, and Molson Coors plans to grow the geographic footprint of the brand internationally.