Tullamore DEW recruits five Brand Ambassadors to promote whiskey in US

Tullamore DEW has recruited five new Local Brand Ambassadors to promote the whiskey in the U.S. market.

Tullamore DEW has recruited five new Local Brand Ambassadors to promote the whiskey in the U.S. market.

The new recruits, who were trained at the Tullamore DEW Visitor Centre in Tullamore, will be relocated to cities across the U.S. prior to an intensive St Patrick’s Day marketing campaign by Tullamore DEW The five new recruits will be spreading the message of ‘Irish True’, the successful campaign which has been cementing Tullamore DEWs position as the world’s second largest selling Irish whiskey with sales growth of 15% per annum in recent years.

The Local Brand Ambassadors will promote the first ever ‘Irish Kings of Comedy Tour’ taking place in Chicago, Kansas City, San Francisco and Boston, a campaign designed by Tullamore DEW for St. Patrick’s Day and starring Irish comedian Ardal O’Hanlon. The new recruits will interact with consumers, bar trade, media and influencers during VIP Toast and Taste events prior to each show. The team will run further Toast and Taste whiskey tasting events with Tim Herlihy, U.S. National Brand Ambassador for Tullamore DEW, as part of an ongoing initiative to educate consumers in the market about the legacy and blend of the whiskey.

The Local Brand Ambassadors were recruited through IBEC’s Export Orientation Programme (EOP), Ireland’s longest-running and most successful graduate placement programme providing graduates of all disciplines with a valuable introduction to international business. Following a comprehensive training programme, the Tullamore DEW recruits will embark on a series of marketing assignments for the brand in San Francisco, Dallas, New York, Philadelphia and Chicago. The team will focus on building brand awareness for Tullamore DEW among trade partners, promoting the whiskey and communicating its distinctive heritage and blend to bar managers.

The five new recruits are:

Kevin Pigott, Athlone - Msc International Business, Michael Smurfit Graduate School of Business

Grace Conway, Dublin - Business Degree, Tallaght Institute of Technology

Katie Loane, Cork - Business Studies, University of Limerick

Jane Maher, Kilkenny - French & History of Architecture, Trinity College

Maurice Power, Tramore – International Business, Waterford Institute of Technology


Tullamore DEW is the second largest Irish whiskey brand in the world, selling more than 760,000 cases annually worldwide. The brand has achieved significant growth in the U.S. market over the past few years, growing at over 20% per annum.

Welcoming the new recruits, Tullamore DEW Global Brand Director Shane Hoyne said: “We are delighted to be taking on such a talented and enthusiastic group of Local Brand Ambassadors for the U.S. market. The new recruits are arriving at the perfect time, supporting our marketing team on a series of new ‘Irish True’ creative comedy events to promote the brand during the St. Patrick’s Day period – and we all know that nobody does comedy like the Irish! Our team is looking forward to promoting Tullamore DEW over the St Patrick’s Day festival and throughout the coming year across the U.S. market.”

Tullamore DEW has been widely acclaimed by whiskey connoisseurs, and was last year awarded “Best Irish Whiskey of the Year” for its 10 Year Old Single Malt at the third annual New York International Spirits Competition (NYISC). Earlier in 2012, the brand also received Gold Best in Class for Tullamore DEW 12 Year Old Special Reserve at the International Spirits Challenge and Double Gold at the International Wine and Spirit Competition for Tullamore DEW 10 Year Old Single Malt and Tullamore DEW 10 Year Old Blended Whiskey. In addition, Tullamore DEW 10 Year Old Reserve and Single Malt also took home Gold Medals at the Spirits Masters.