Midleton Very Rare 40th Anniversary Ruby Edition

Agency: Teneo

Vibrant hit the ground running in 2024 with a rich, surrealist, luxurious piece to celebrate the launch of Midleton Very Rare, 40th Anniversary Ruby Edition. 

2024 marks the 40th Anniversary of Master Distiller Emeritus Barry Crockett creating Midleton Very Rare. To celebrate the birth of the pinnacle of Irish whiskey and the brand’s ruby anniversary, Master Distiller Kevin O’Gorman curated this exceptional release by selecting casks from each of the three Master Distiller’s defining eras, blended and finished in a ruby port cask. 

​​With a Teneo-supplied script, creative concept and a beautifully open brief, the team in Vibrant started coming up with some big ideas for this big moment in Midleton Very Rare’s history. We wanted the launch piece to show the rarity of this special release, the legacy of Midleton and it’s three Master Distillers,  the significance of the ruby, all the facets and painstaking detail of the whiskey making process and finally the fire: the passion which exudes from everyone in Midleton. 

Shot over two days in Midleton and three days in-house in Vibrant HQ, this is a heady mix of practical  and digital effects, a tense sound mix with elements of glass and cracking ice, prismatic filters, a range of elemental textures, reflections, and a rich, dark grade. It was a rare opportunity to lean into pure aesthetics and simple visual storytelling with a simple voiceover guiding the audience through the piece. 

Teasers