Lazy Ace is a new Irish Whiskey from the team behind Lightbox Brands. We helped to develop the blend, specifically with the highball serve in mind. The resulting make-up is a careful blend of grain and pot still, with a series of parcels, ultimately finished in rye casks for muscle and spice. The keystone to the entire project is in the positioning. We created a brand strategy to carefully align the brand to the specific audience that we had identified, and curated and created the content and social programme to boot.