O’Briens Wine appoints Jailbird Communications following competitive pitch
Dublin agency to lead consumer PR and creator communications for Ireland’s largest family-owned drinks retailer
Print16 September 2026
O’Briens Wine has appointed Dublin-based independent communications agency Jailbird Communications following a competitive pitch.
Jailbird will lead consumer PR and creator communications for the Irish family-owned drinks retailer, with a brief to build brand awareness, reach new audiences and make wine discovery more accessible.
The agency will deliver a new-media-first programme covering earned media, culturally relevant storytelling and creator advocacy.
The work will support key commercial and brand moments throughout the year, including the O’Briens Wine Festival, Christmas hosting and gifting, as well as an ongoing press office programme.
Julie Blakeney, managing director of Jailbird Communications, said: “O’Briens is an ambitious Irish business with deep expertise, brilliant people and a genuine desire to make wine enjoyable for everyone.”
She added: “Our approach will bring together cultural insight, earned media and credible creator voices to introduce the brand to new audiences while celebrating the knowledge and service that already make O’Briens special.”
Elaine Kelly, head of marketing and e-commerce at O’Briens Wine, said Jailbird demonstrated a strong understanding of the business and its future opportunities.
“Their thinking was creative, culturally relevant and grounded in how people discover and talk about wine today,” Kelly said.
She added: “We are looking forward to working together to bring O’Briens to new audiences while staying true to the expertise, quality and personal service at the heart of our brand.”
O’Briens Wine has 35 stores nationwide and imports almost all of its range of more than 1,000 wines directly from over 180 wineries worldwide.
The appointment adds to Jailbird’s portfolio of food, drink and lifestyle clients, which includes HelloFresh, Insomnia Coffee and Bulmers.
Read more: Spar KCR opens flagship Dublin store featuring Ireland’s first avocado scanner
© 2026, ShelfLife by Patryk Goron
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