DISTILLERS William Grant & Sons Ltd. last week announced the roll-out of a multi-million dollar global investment in Tullamore Dew – the world’s number two Irish whiskey brand – and unveiled the new look packaging and the launch of a global integrated communications campaign, under the banner of ‘Irish True’.
In a departure for Irish whiskey, a new global TV and print campaign features striking images and charismatic characters, evoking the true spirit of the Irish: intriguing yet approachable, sociable but serious, both humorous and poignant; in a tone of voice that is both poetic and rebellious. Tullamore Dew is currently one of the fastest growing Irish whiskey brands, almost doubling sales since 2005.
The multi-million dollar investment has been prompted by the brand’s rapid growth, driven largely by increased consumer demand for Irish whiskey in the USA and emerging Irish whiskey markets such as the Czech Republic and Germany where the brand already occupies a leadership position and is outperforming its competitors.
William Grant & Sons’ ambition is that investment in a heavyweight integrated campaign and new look packaging will rapidly accelerate the global growth of Tullamore Dew, further strengthening its position as one of the world’s best loved Irish whiskey brands.
Tullamore Dew’s Global Brand Director Shane Hoyne assembled a stellar team to work with in developing the new brand campaign, collaborating with international agency McCann Erickson as well as creative radicals Jeff Weiss and renowned film maker Jake Scott. In revealing the new campaign
Shane commented, “With Tullamore Dew, we want to establish a different definition of ‘Irishness’ – as something that people can relate to the world over and something that is rooted in the incredible spirit of the people. We have significant plans for the future of this fantastic brand. Irish whiskey is an exceptionally dynamic category and we believe that with this new investment and integrated campaign we can establish Tullamore Dew as a truly global player.”
Tullamore Dew’s new integrated campaign will be rolled out globally from September 2011, with the new look bottle in-market from July 2012.