As Irish whiskey gains momentum, the category is still largely defined by its biggest, most mainstream brands. It feels most appropriate for shots at the bar and, of course, wherever you happen to be on St. Patrick's Day. Preacher was charged with eschewing that trend on behalf of a double distilled Irish single malt whiskey called The Tyrconnell. Bearing the name of a racehorse that overcame the odds to claim victory over a century ago, we set out to capture the spirit of triumph and inspire the underdog in all of us. We crafted a world and voice that would stand above the sea of blended whiskeys and offer a sophisticated yet approachable alternative to single malt scotches. With Brave or Else, we spoke to defy-the-odds mentality of our drinker through the legend of our equestrian namesake. And we positioned the whiskey as a fitting reward for challenges bested.