To celebrate the year of The Gathering, over 50 international brand representatives of Tullamore D.E.W. Irish Whiskey attended a three day ‘Brand Homecoming’ event in the inspirational surroundings of the Tullamore D.E.W. Visitor Centre.
Tullamore D.E.W., the world’s second largest Irish whiskey brand, hosted the brand workshop with representatives from the U.S., Scandinavia, South Africa, Russia and Central and Eastern Europe. Attendees are responsible for the future growth and marketing of the Tullamore D.E.W. brand worldwide and will play a significant role in promoting the Visitor Centre and Tullamore as a tourist destination.
The event was an opportunity for the team, with representatives from 20 different countries, to experience the spiritual home of Tullamore D.E.W. Irish Whiskey, explore the midlands of Ireland and return to their markets with the positive message of what Tullamore and the Visitor Centre has to offer.
Discussing the event, Tullamore D.E.W. Global Brand Director Shane Hoyne said: “It is important for our global marketeers to understand the history and provenance of the Tullamore D.E.W. brand. While we continue to develop the brand and grow sales internationally, Tullamore remains a very special place for us and the Visitor Centre is the perfect backdrop for our three day brand workshop.”
Tullamore D.E.W. is one of the fastest growing Irish whiskey brands, almost doubling worldwide sales to over 800,000 cases per annum since 2005.