Copeland Distillery have product range of rum, gin, cocktails, whiskey and as well as sanitizers a latest

addition. They try to focus much on their production to suit the locals of the Northern Ireland especially
Donaghadeen where its factory situated to tell a story. Part of their brands includes Copeland Classic
Gin, Jones 1778 Navy Strength Gin, Raspberry & Mint Gin, Rhuberry Gin and Sir Samuel Kelly all in the
gin brand category. Smugglers Reserve Rum and Overproof Rum in the Rum category and Merchants’
Quay Blended Irish Whiskey in the Whiskey brands with the introduction of new range of malt and pot-
stilled whiskies, which will be launch in 2024. Product quality and packaging has positioned Copeland
Distillery in a highly competitive level which can seen through awards which they have won over the
years. Such awards include UK Packaging Award 2021 for Label of the Year for Smugglers Reserve Rum,
IWSC 2020 Gold for 1778 Cash Finished Navy strength Gin & Bronze for Copeland Gin. IWSC 2021 Silver
for Blended Irish Whiskey and Irish Gin and Jones Cask Finished Gin and Bronze for Smugglers Reserve
Rum. IWSC 2022 won the Best Contemporary Gin Trophy, and an Outstanding Gold medal.

Copeland Distillery pricing strategy have played a key significant role in positioning the company in a
very strategy position. Competitive pricing and value based pricing are the strategies Copeland keep
using in marketing it products. Comparing their gin, rum and whiskies prices to other competitors in the
Northern Ireland distillery industry like Boatyard Distillery, Bush Mills Distillery, and Echlinville Distillery
makes it so. When pricing products as business entity, one thing to consider is getting a fair share of the
market, which Copeland Distillery obviously used a penetration pricing strategy to acquire a part of the
distillery market share before switching to competitive pricing and value-based pricing knowing the
quality of rums, gins and whiskies that they produce.

Promotion on the other hand is essential since it’s for creating more awareness of an entity’s products
to its potential customers, as such Copeland Distillery do not take its Promotions on a low pace. With
the revolving of technology through social media, it ensures active promotional images on all their social
media pages telling a story of how they produce their gins, whiskies and rums as well as other
recreational activities which happens onsite. Periodically discounts are being offered as 20% discount on
St Patrick’s Day and Christmas Celebration, which forms part of the ways of luring more customers to
make purchase. One thing Copeland Distillery never take out of their promotions is making you feeling
not being part of their success, the feeling of belonging plays a significant role in the minds of their
cheers and potential customers and this can been seen adversely throughout the social media platforms
thus Facebook, Twitter and Instagram.

Copeland Distillery concept of distribution with place in the marketing mix looks promising, being able to
enter into the 10 states in the United States of America, Australia, Europe, Abu Dhabi and Republic of
Ireland in this short time of establishment is tremendous, apart from the numerous Stockists engaged
with in the whole of Northern Ireland. Copeland Distillery still believes in person contact as such engage
in the traditional way of distribution where they have a list of stockists on their web page where you can
acquire their products from. These stockists are mainly convenience stores, wines stores, superstores
which helps in the distribution all which the aim of reaching to loyal and potential customers. Copeland
Distillery do also engage in retail sales right at their premises with an onsite bar where customers can
troop in and have some happy hours enjoying the fine distilled gins, whiskies, rum as well as cocktails
specially prepared to enhance the feelings of quality distilled product been produced. Again, e-
commerce incorporated with the sale of Copeland gins, rums, whiskies ensure their products can be
bought worldwide with just input of credit/debit cards details and waiting for shipping and delivery no
matter your location. Since Copeland products are of high alcohol content distributors and retailers are
carefully selected to avoid the breach of minor purchasing their products.

Copeland Distillery do very well in the engagement of its customers when it comes to physical evidence,
they provide tour to their distillery to have a feel of how they go about with production. This also are
being made available on their website, not withstanding the easy navigation on their website on their
products and information needed to be known of. The availability of an onsite bar where customers are
able to enjoy some of the cask distilled products makes it a lively moment of belonging. Customers get
to smell the malt being brewed, the freshly ingredients like the raspberry gotten from the locals for
production while on site. The ambiance setup of their bar makes it more relaxing to enjoy every well
detailed distilled product while there. Also, the provision of a contact media to help in easy
communication also do help as such.

Process being used by Copeland Distillery in its operations in line with technology is remarkable with the
idea of maximising customer expectations, BBC. The availability of a well-designed delivery service
which ensuring customers do continue to purchase all the times has proven well, the provision of FAQ
on the website where customers can get answers to certain question without necessarily contacting
Copeland and the provision of contacts details for further clarification. The efficient use of technology
which keeps customers abreast with every detail they need to know has also been an important process
to Copeland that those not end with the system used in the process for easy accessibility online to
purchase goods or service from Copeland.

Copeland Distillery is made of few individuals to form the people in the marketing mix to achieve an
ultimate goal of being one of the best distilleries in the world. Careful selections is much taken into
consideration which picking individuals to join the team since customer satisfactory first start with
internal marketing. You can maintain loyal customers whilst they refer Copeland for more customers
when they have good satisfaction from staff they engage with, as Copeland engage in much training and
selection and recruitment to handle complaints of customer diligently well to ensure everyday progress
of the business.