STC Associates Celebrates 10-Year Castle Brands Relationship by Launching New Interactive Strategy

NEW YORK, May 20, 2008 (PRIME NEWSWIRE) -- STC Associates, a global brand consultancy, announced today that the company has completed the first phase in the development of a new online interactive strategy for Castle Brands, an international spirits company, culminating in the launch of its new Knappogue Castle Whiskey website (

Knappogue Castle Whiskey was launched over a decade ago as a sophisticated exclusive brand with a tailored relationship to the drinker. To bring Knappogue into a new generation of elite drinkers, STC Associates created the first interactive website that features a personalized and tailored touch for the expanding demographic of whiskey drinkers.

"STC Associates wanted to bring the realm of interactivity to the product to broaden its relationship with whiskey drinkers," said Sophie Ann Terrisse, CEO of STC Associates. "Working with Castle Brands for over a decade, we understand the importance of keeping true to the brand and the drinking experience. We took into account these factors and created a site that reaches a new audience while keeping the relationship personal. It's not just a brand, it's an experience."

During the development of the Knappogue website as an important branding tool, STC believed it was crucial to leverage the rich and robust history of the castle to better articulate and communicate the Knappogue Castle Whiskey brand, which is the cornerstone of Castle Brands' portfolio of 11 premium spirits brands. The Knappogue Castle Whiskey site individualizes the visitors experience through technologies at the forefront of interactive media today.

"Knappogue Castle Whiskey has been a leader in the emerging Irish single malt whiskey category for over the past 10 years," said Roseann Sessa, Vice President, Marketing and Public Relations. "Working with STC Associates for over a decade has allowed the company to understand the strong cultural nature of the Castle Brands business, and, in turn, they have created a website that is elegant yet exciting, allowing visitors to get the full experience and spirit of Knappogue Castle."

Laurent Bourscheidt, Chief Creative Officer of STC Associates, added, "The innovative experience brings the brand and its historic narrative into an almost physical context."

STC Associates wanted to build out the experience of the brand in a very tactile way. The company used 3D interactive technology to tell the story of Knappogue Castle, the cornerstone of Castle Brands, as well as the story of how a single malt Irish whiskey enabled Mark Andrews to build Knappogue Castle into a premium spirits brand. The site's interactive technology lets the user "visit" individual rooms of the castle, absorbing its history while learning the unique process of distilling single malt Irish whiskey.

For more information about Castle Brands Inc. visit

About STC Associates

Founded in 1992, STC Associates is a global brand management consultancy representing clients in the telecom, technology, spirits and luxury goods sectors. The company has built a reputation for working with clients to develop fast-paced, focused, results-based strategy and marketing initiatives that help achieve increased market visibility and business growth in today's competitive business environment. STC has offices in New York, London and Singapore. For more information, please visit


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