Smithwick’s, Ireland’s oldest beer brand, has launched its new brand platform, ‘Originals Find Originals’, celebrating individuals who are redefining Irish drinks traditions in modern ways.
Smithwick’s: A Legacy of 315 Years
Brewed since 1710, Smithwick’s has long been a staple of Irish culture, standing alongside traditional music, storytelling, art, and sport. As part of its commitment to keeping Irish traditions alive, Smithwick’s is connecting with communities who are reinventing classic Irish customs for a contemporary audience.
Kozo Toyota: A Japanese Musician Embracing Irish Traditions
The first story to emerge from this campaign features Kozo Toyota, a Tokyo-based Irish trad musician. Kozo first visited Ireland in 2007, where he was captivated by the Irish music scene, finding it alive and thriving in the country’s pubs and festivals. Since then, he has travelled to Ireland almost every year to perform at Trad festivals and fleadhs. His passion for Irish traditional music makes him a true original—an ethos that aligns with Smithwick’s long-standing heritage.
Celebrating Irish Culture at TradFest
The campaign’s first major engagement takes place at TradFest, one of Ireland’s premier traditional music festivals. Through this initiative, Smithwick’s aims to highlight people who are redefining Irish traditions, much like how Kozo Toyota has blended Japanese and Irish music influences.
Dublin’s Original Publican: Hugh Hourican of The Boar’s Head
Alongside Kozo Toyota, the campaign also features Hugh Hourican, the publican behind The Boar’s Head, a beloved Dublin pub. As a custodian of Ireland’s rich pub culture, Hugh represents another example of how tradition continues to evolve while remaining true to its roots.
A Commitment to Keeping Traditions Alive
Anne Zahan, Head of Beer at Diageo, expressed excitement about the campaign’s direction:
“Today marks a defining moment in Smithwick’s history, where we reclaim our voice as Ireland’s original beer. We delved deep into the brand’s rich legacy to ensure it remains relevant in 2025 and beyond. ‘Originals Find Originals’ is a long-term platform, and this is just the beginning of an exciting journey.”
Miriam Hendrick, Managing Director of Miriam Hendrick Creative Consulting, echoed this sentiment:
“This project was incredibly special. As Ireland’s oldest beer brand, Smithwick’s carries a legacy of craftsmanship that has stood the test of time. Through our research and visits to Kilkenny, we uncovered a deep love for Smithwick’s—especially within the Irish trad music scene. As Irish people reconnect with their cultural heritage, we aim to ensure Smithwick’s remains at the heart of these traditions.”
Preserving the Spirit of Ireland
Smithwick’s continues to celebrate originality and tradition, bringing together communities that embrace Ireland’s rich cultural heritage. With TradFest marking the start of this journey, the brand is committed to supporting those who reimagine Irish customs, ensuring they thrive for generations to come.
