Irish whiskey ties in with The Irishman

Irish whiskey producer Bernard Walsh has a tiger by the tail and he is not letting go. The tiger is Martin Scorsese’s new movie, The Irishman, starring Robert De Niro and Al Pacino (above), and the tail is his own whiskey brand which shares the same name. Walsh is doubling down on his own movie production line with a new online mini-series, Treat it with Respect!

It features on social media as The Irishman proves a major box office hit in Irish cinemas.

The Irishman, produced by Walsh Whiskey, has created a mini-series of 16 online movie clips that plays in the brand space shared by the Scorsese movie and the whiskey created by Bernard Walsh in 2006. The Treat it with Respect! campaign features a mafiosa-style wise guy who eulogises The Irishman as if it were a real person.

The series stars Irish comedian Brendan Dempsey, who Scorsese directed in the Oscar-winning Gangs of New York in 2002. The Treat it with Respect! mini-series sees a wise guy sitting in a dark room with a spotlight in the foreground. He leans into and out of the light delivering one-liners such as “The Irishman… all you need is one shot!”

Each clip opens and closes with an image of The Irishman whiskey logo on a red, Netflix-style screen and a bowl of exploding popcorn. The Irishman had its global premiere last Friday when it opened the New York Film Festival. Launched in 1999 by husband and wife, Bernard and Rosemary Walsh, Walsh Whiskey is sold in 50 countries worldwide.

The Irishman starts on Netflix on Wednesday, November 27.

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