RG2 Communications, a leading international public relations and creative agency based in London, is proud to announce its appointment as the agency of record for NEIT, a new premium Irish whisky brand aiming to redefine traditional whisky culture by appealing to a completely new generation. With a mission to engage untapped audiences beyond the stereotypical whisky drinker, NEIT’s contemporary approach focuses on community-building and storytelling, with RG2 Communications supporting its entry to the UK market leading its media relations, driving awareness, and fostering brand partnerships across the travel, hospitality, and luxury lifestyle sectors.
“We are thrilled to be representing NEIT Whisky as they embark on this exciting journey into the UK market,” said Grace Hitchen-Hilsley, RG2 Principal and Co-Founder. “NEIT’s bold vision to reshape whisky culture is a perfect fit for RG2’s creative approach to brand storytelling. We look forward to spearheading this launch and introducing NEIT to both traditional connoisseurs and a new generation of whisky lovers.”
NEIT offers a diverse range of cask varieties, each selected to create distinct flavor profiles that cater to both traditional whisky enthusiasts and modern palates. The brand’s cask program includes ex-bourbon barrels, which impart classic notes of vanilla, honey, and oak; Madeira barrels, known for lending a sweetness with hints of dried fruit, nuts, and spice; and Moscatel casks which imbue a rich, velvety texture with flavors of fruits and floral and herbal qualities. Additionally, NEIT explores more unconventional cask finishes, such as sherry, rum, and cognac casks, to introduce unexpected layers of flavour for a dynamic whisky experience. This innovative approach to cask aging reflects NEIT’s mission to challenge whisky norms and appeal to a broader, more curious audience.
Luca Fracassi, Founder of NEIT Whisky said, “We are incredibly excited to launch NEIT in the UK, a market that celebrates both tradition and innovation in equal measure. Our vision has always been to craft a whisky that not only honors the rich heritage of Irish distilling but also breaks new ground by appealing to a modern and diverse audience. With this new partnership, we hope to redefine whisky culture and create a brand that resonates with all.”
As agency of record, RG2 will oversee an integrated communications strategy designed to position NEIT as the leading independent premium whisky brand in the UK. This includes managing media relations, activating brand partnerships, and driving awareness through high-impact campaigns in the travel, hospitality, and lifestyle spaces.
Image courtesy of RG2 Communications
