Project Overview

DRINKSOLOGY® were enlisted by The Dead Rabbit to create the 2nd edition Mixed Drinks list for “ The World’s Best New Cocktail Bar” NY. The menu summarises the true story of notorious NY gang leader, John Morrissey’s, life from impoverished low life, gangland fighter to esteemed statesman in a beautifully crafted 84 page case bound leather book. DRINKSOLOGY® not only fulfilled the concept generation of the book, Dead Rabbit copywriting, editing, illustration, design and print but also orchestrated in-depth and critically acclaimed recounting of the Irish whiskey industry throughout the century and into the modern era. Writing from world acclaimed critic Dave Broom and legendary distiller Barry Crockett, make the project truly unique and of genuine historical merit. Imagery in the later 2 sections was obtained by DRINKSOLOGY® through unprecedented access to Pernod Ricards historical archive in Midleton and most of the historical imagery has never been in the public domain prior to the books release. Critically acclaimed by the NY Times and described as “The most bad ass cocktail menu we have ever seen” by Esquire Magazine, it is a fitting sequel to the DRINKSOLOGY® produced 1st edition menu which already won “The World’s Best Cocktail Menu”.

Project Commissioner

The Dead Rabbit Grocery and Grog

Project Creator

DRINKSOLOGY®

Team

DRINKSOLOGY® Creative Studio (www.drinksology.com/creative)
Dave Broom - Drinks Critic and Historian
Barry Crockett - Former Master Distiller Pernod Ricard, Irish Distillers
Carol Quinn - Archivist, Pernod Ricard, Irish Distillers

Project Brief

Typical of the Dead Rabbit the brief was ambitious and open to interpretation. First requirement was to create “The best drinks list in the world” and the second, to incorporate the story of their namesake alongside the drinks. DRINKSOLOGY® created a concept for the drinks list, aiming to incorporate a list of fine Irish whiskey inspired cocktails, intertwined with the timeline of the life of Irish immigrant, John Morrissey. Arriving in America in 1843 the book captures Morrissey’s tribulations through gang warfare were he founded the street gang, The Dead Rabbits. After finding love, Morrissey transformed himself into a respected statesman. The drinks list captures this progression by organising itself according to periods of his life—the book starts with “Fresh” and “Fiery,” and ends with “Ambitious” and “Cultivated;” all categories with appropriately matched drinks. The second section facilitates a summary of the Irish whiskey industry. The section is enhanced with commentary from award winning drinks critic Dave Broom, who summarises the development of Irish whiskey, its decline in the early 1900s and its recent period of growth. Completing the timeline of events and the journey through the book are the final pages from former Jameson whiskey master, Barry Crockett.

Project Innovation/Need

Never before has a drinks list formed such an extensive publication, nor has there ever been such a tour de force of contributors. The best drinks in the world are complimented with a level of illustration and writing that is truly unprecedented. The contributors include Dave Broom, one of the most highly regarded world critics and the legendary Barry Crockett who has been hailed as the Godfather of the Irish Whiskey Industry and considered responsible for Jameson’s turn-around and return to world beating success and fortune. The imagery used in both Dave Brooms and Barry Crocketts sections were obtained by DRINKSOLOGY® after receiving unprecedented access to the Irish Distillers/Pernod Ricard historical archive. Many of the images had not even been archived until such time as DRINKSOLOGY® uncovered the items in the archive after days of researching with archivist Pernod Ricard/Irish Distillers Carol Quinn. The culmination of all these parts make for a publication that without plentiful perseverance could not have been created… it therefore is truly unique and unlikely to be repeated.

Design Challenge

Firstly it had to follow on from DRINKSOLOGY’s® first edition Menu which won “The World’s Best Drinks List” at the industries most prestigious “Tales of the Cocktail” Award. With the exception of the drinks list itself all other elements were generated by or through the DRINKSOLOGY® studio. Creating such a unique concept incorporating the struggles of Morrissey’s story and intertwining this with the sophisticated drinks list was extremely challenging. The DRINKSOLOGY® team managed to orchestrate an authentic experience, bringing readers of the menu into the story of 18th century immigration from Ireland to America, following the thuggish character of John Morrissey. DRINKSOLOGY’s overall vision of the book was pivotal in the books success and combined with the agreement by Dave Broom and Barry Crockett to work with DRINKSOLOGY® adds a weight and historical value that cannot be matched by any other drinks list in the world. Selecting the final print materials and specification was treated with the same priority. Hand finished case bound outers with intricate black and gold foils adorn a hardwearing green Algora material cover. An 8 page fold out contents section is a particular highlight and something that was carefully planned alongside the printing specifications.

Effectiveness

The Dead Rabbit’s cocktail list was launched in 2014 and has since been received as a truly unique interpretation of the modern cocktail bar. Featured extensively across Drinks Industry and Design blogs/sites the highlight has been critical acclaim by The New York Times both in the printed paper and online site and Esquire Magazine who described the book as “The most bad ass cocktail menu we have ever seen”. The book has been pivotal in the release and continued success of the new Drinks selection and the hard work culminated in a launch in February 2014 that attracted representatives from major brand owner and celebrities alike. The Dead Rabbit is front running this year to be crowned “The World’s Best Cocktail Bar” and the owners, Sean Muldoon and Jack McGarry, attribute a large part of this success to the quality of the Drinks list and the other associated marketing materials that DRINKSOLOGY® supplies. Demand to own the lists has been of such an level that the book current sells retails through the Dead Rabbit’s website at $55 with few of the 2000 copies left for purchase.

Graphic Design - Publication

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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