Diageo-owned Smithwick’s has launched a new brand platform "Originals Find Originals". The launch of the campaign features Tokyo’s original Irish musician - Kozo Toyota and an original Dublin bar man - Hugh Hourican of the Boar’s Head.

Original since 1710, a pint of Smithwick’s is a 315-year-old tradition. Culturally it sits alongside trad music, storytelling, Irish art and sport as a provider of moments of Irish connection that people continue to seek out. Smithwick’s wants to connect with communities who are seeking out and re-inventing old Irish traditions.

The first stop on this new brand journey, developed in collaboration with Ringers Creative is the Irish trad music community - specifically the people that are finding trad music and putting their own spin on it. This engagement will kick off in style this weekend at TradFest.

Kozo Toyota is a Tokyo based Irish Trad musician and is the first story to be told under the new “Originals Find Originals” platform. Kozo is a music explorer who first came to Ireland in 2007 and connected with the Irish music scene. He found that traditional Irish music and culture was alive and thriving in Irish pubs. He quickly became a part of the Irish music community and has come to Ireland nearly every year since, for Trad festivals and fleadhs. He’s a true original, and as Ireland’s original ale, we think that’s worth celebrating.

“Smithwick’s is 315 years old and has been part of many exciting campaigns and cultural moments over the years - not only in its home in Co. Kilkenny, but across the island of Ireland. Today’s work marks a moment in the brand’s history, where Smithwick’s finds its original voice and reminds people that it is Ireland’s original beer. We dug deep into the Smithwick’s brand and its position in Irish culture in order to keep its history and tradition alive in 2025. What we have now is a long-term brand platform for Smithwick’s, and this work is just the exciting first step on that journey” said Anne Zahan, Head of Beer at Diageo.

“This project was a special one for the team. From the very first briefing, we felt the weight of responsibility in working on Ireland’s oldest beer brand. Through our deep research and many visits to Kilkenny, we uncovered a rich seams of love for Smithwick’s, especially in the Irish trad music scene. And as Irish people continue to re-connect with old Irish traditions, our job is to help Irish people discover and re-connect with the Smithwick’s brand.” said Miriam Hendrick, Managing Director.