Two Stacks Irish Whiskey


Crafting a strategic integrated digital marketing campaign to maximise awareness.


As whiskey innovators, Two Stacks are one of Ireland’s only independent bonders and blenders, having gained popularity with the creation of the first 100ml Dram In A Can, and a Double Irish Cream Liqueur to rival other festive favourites. After both products were picked up by supermarket giant, Tesco, Mitso activated a strategic digital campaign for Two Stacks, utilising a clever mix of channels to drive holistic and long-term growth for the brand.


Create a cohesive brand

Delivery of refined key messaging and social media content guidance

Enhance brand awareness

Shout about Two Stacks Irish Whiskey and its new home in Tesco NI stores

See and be seen

Understand Two Stacks customers, where they are, and how to get in front of them.

Increase online sales

Drive online revenue growth on Two Stacks’ website with paid Meta advertising


We optimised all digital channels to create a consistent online presence for Two Stacks, developing social media content guidance based on competitor activity and best practice to drive organic traffic to the website. We made website design and landing page recommendations to drive conversions on paid media activity.

As a male-dominated market, we recognised an opportunity for segment growth, outlining a strategic campaign plan across a mix of channels to target lead decision-makers during key gifting periods (i.e. Christmas).

We developed overarching ad creative with clever festive copy, e.g. “A merry LITTLE Christmas” purposefully positioning DIAC and “Double Cream, Double Character” for DICL.

Our campaign launched with digital PR and OOH advertising, targeting prospective customers across ‘high traffic’ channels (key online media titles with high readership and high footfall areas). This was bolstered by a second PR campaign and paid Meta advertising in Nov – Dec 2023 to drive further awareness and resonance for Christmas.

This campaign represented a digital shift for the business, which saw the brand tapping into the B2C audience with “pull, not push” strategy, to meet and engage with customers where they are.

A refined brand strategy helped to shape digital activity, enhancing brand awareness and engagement across paid, owned and earned channels. Bolstered by traditional marketing tactics such as outdoor advertising and point-of-sale, this digital campaign, the first digital campaign for the brand, took a holistic approach to make a commercial impact.

We strategically ran the campaign until Christmas Eve, accounting for typical purchasing behaviour (last-minute shoppers, and alcohol being one of the last purchases for Christmas).

Campaign Results

534% increase in website users (vs PP)

900+% increase in Double Irish Cream Liqueur online sales

319% increase in Dram In A Can online sales

Avg. Tesco sales increase of 35% during Christmas

Driven by Digital.

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