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ebow USA spearheads Digital for the resurrection of Sullivan’s Brewing Company


We are proud to share that ebow USA and ebow Ireland will run the digital marketing for Sullivan’s Brewing Company, which boasts 200 years of brewing tradition, across the United States, Ireland and parts of Europe.

Services we will provide include:

  • Online Positioning and Brand Strategy
  • Copywriting and Content Creation
  • Awareness Campaign(s)
  • Web Design
  • Social Media Strategy, Management and Implementation (USA & IRL)
  • SEO & PPC Management

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The Origin of Sullivan’s Brewing Company

First established in 1702, the Sullivan brewing name was once the biggest of its kind in Kilkenny Ireland, but fell into abeyance in the last century. The brand is now being resurrected by the legendary Smithwick brewing family, who retained control of the name to this day and are now behind it’s relaunch.

As well as brewing, Sullivan’s will open their own Taproom, a visitor center and microbrewery in the center of Kilkenny. Known far and wide as a cultural epicenter for craft and design, Kilkenny is a true brewing city and Sullivan’s is committed to reviving a once great brewery and the ancient craft of independent artisan brewing.

While the Smithwick and Sullivan families were always close – being neighbors and connected by politics, marriage, as well as socially, they were business competitors, and it’s an interesting tale as to how Smithwick’s came to acquire its biggest rival. An errant member of the Sullivan family bet and lost the entire business on a horse race in 1918 and the demise of the business quickly followed. The Smithwick’s subsequently rescued the workforce and subsumed operations into their own brewery, thus retaining the rights to the brand name.

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The Essence of the Beer

The first beer from the revived Sullivan’s Brewing Company is Maltings Red Ale (4% abv). It’s refreshingly balanced, ruby tinted classic Irish ale with a depth of malt flavor giving rich biscuit and gentle caramel notes. Traditionally brewed with only Kilkenny-grown ale malt, including three special darker malts and three varieties of hop. Fermented and matured with cask ale yeast and coupled with our no-rush brewing produces a smooth balanced classic ale.

Sullivan’s acclaimed Kilkenny master brewer, Ian Hamilton, is a true artisan, always exploring and innovating, and perfecting each recipe with creative, satisfying twists. Always brewing the right way – with imagination and without compromise – Sullivan’s is a beer of craftsmanship and substance.

Sullivan’s Brewing Company CEO Alan Quane is suitably enthusiastic about the brand: “Doing what you believe in isn’t always easy, but when something truly matters, you have to stand up and be counted. That’s why today, when not a single brewery stands in the most storied and authentic beer-brewing city in Ireland, a city with over 800 years of brewing tradition, we’re standing up for what we know is right.”

“The company’s mission is to bring back brewing to Kilkenny and my role is to elevate this and create a brand-led business to address the needs of the ‘next wave’ of craft beer drinkers, the ones that we’ve seen come into and grow the beer category in the US, UK and Australian markets.”

The piece below was produced by Rotator and was used as part of a Halloween launch and awareness campaign that we worked on on as part of our on-going relationship with Sullivan’s. The PR company working on the project is Burrell PRTrinity Brand Group designed the identity.

The esteemed team from Sullivan’s includes:

Alan Quane, CEO – Over 26 years of global experience in consumer goods and drinks market. Past experience include roles as Global Commercial Director for Guinness and Head of Innovation & Strategy for Heineken Europe. Earned an MBA as well as a BSc. in Management & Bachelor of Economics from Trinity College Dublin.

Ian Hamilton, Master Brewer – 35 years Brewery and Packaging experience in Ireland, UK and Africa. Experienced in production of world class lagers ales and stouts. Head Brewer / Site Director of Smithwick’s Brewery, Kilkenny (2001-2013). Master Brewer (Institute of Brewing & Distilling London), Science Degree (B.Sc (Hons) Chemistry). Ian is widely considered to be one of Ireland’s most experienced technical brewers.

Dan Smithwick, CFO – Uniquely qualified with over 10 years experience in financial analysis & modeling with British Gas Plc and Citi Bank, based in London. Dan, is a KPMG trained qualified accountant and a member of the Smithwick brewing family.




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