Tullamore Dew targets strong 2011 growth

PREMIUM spirits business and independent Scottish family distillers, William Grant & Sons have announced that its Dublin based Global Marketing Office has appointed McCann Erickson (Dublin) to spearhead a new worldwide integrated advertising campaign for Tullamore Dew Irish Whiskey in 2011.

PREMIUM spirits business and independent Scottish family distillers, William Grant & Sons have announced that its Dublin based Global Marketing Office has appointed McCann Erickson (Dublin) to spearhead a new worldwide integrated advertising campaign for Tullamore Dew Irish Whiskey in 2011.

This follows an international pitch process involving four global agencies briefed to develop new positioning and campaign creative.

William Grant & Sons acquired Tullamore Dew in July 2010 and it is now one of its six core brands. It is currently the world's second largest Irish whiskey, selling over 650,000 cases (8.35 million 70cl bottles) worldwide.

In the past decade, while the Irish whiskey category has seen strong volume growth of more than 50%, Tullamore Dew has more than doubled its volumes and grown its market share from 9.3% to 13.7%, a rise of almost 50%.

It has consistently been the fastest growing Irish whiskey globally over the last ten years, five years and three years.

Tullamore Dew is also the largest selling whiskey of any type in the Czech Republic, Denmark and the Baltics.

In addition, it is the number one Irish whiskey in Germany, Sweden, Bulgaria, Poland and Estonia.

It has won a total of 26 gold medal awards over the past 10 years including gold medals at the prestigious International Spirits Challenge in 2006 and 2007, double gold at the World Spirits Competition in 2008, and gold at the 2010 Travel Retail Masters.

The brand is now aiming for strong growth across all key markets, and will leverage the global distribution capability of William Grant & Sons.

It will also grow its presence in Ireland, with a focus on airports and key tourist destinations, high profile hotels and bars around the country. It will have a special focus on Tullamore town, where the Tullamore Dew Heritage Centre has just celebrated 10 years in business with visitor numbers up 18% year on year.

Commented William Grant & Sons Global Marketing Director, Maurice Doyle: "Tullamore Dew is a superb whiskey range and we are very excited about its prospects. The Irish whiskey category is experiencing strong growth at the moment, and the track record of Tullamore Dew in recent years is excellent.

"As a global company we believe we can grow Tullamore Dew in its existing markets and achieve strong volume growth in new markets offering the best potential.

Commenting on plans for 2011 he added, "A key factor in our decision to base our Global Marketing Office in Dublin was the strength of marketing talent working in the country. We are also managing all our international marketing for Hendrick's Gin and Sailor Jerry Spiced Rum from this office.

"In that respect, we are delighted that McCann Erickson (Dublin) was successful in the international pitch for the Tullamore Dew creative account. We look forward to working with them on our new fully integrated marketing campaign for next year," he said.