Multi-million dollar investment in Tullamore Dew brand

DISTILLERS William Grant & Sons Ltd haveannounced the roll-out of a multi-million dollar global investment in Tullamore Dew, the world’s second largest Irish whiskey brand, with the reveal of new look packaging and the launch of a global integrated communications campaign, under the banner of ‘Irish True’.

DISTILLERS William Grant & Sons Ltd haveannounced the roll-out of a multi-million dollar global investment in Tullamore Dew, the world’s second largest Irish whiskey brand, with the reveal of new look packaging and the launch of a global integrated communications campaign, under the banner of ‘Irish True’.

The company said it would be investing at least $10 million in the worldwide marketing and advertising of Tullamore Dew in the next two years.

This investment follows the company’s acquisition of Tullamore Dew in 2010 and reflects its position as one of the company’s six core global brands. The new global TV and print campaign, devised by McCann Erickson in conjunction with US creative team Weiss and Opperman features striking images and charismatic characters, evoking what they see as the true spirit of the Irish.

The campaign is currently being rolled out worldwide while the new packaging will be available on shelves from June next year.

Tullamore Dew is currently one of the fastest growing Irish whiskey brands, almost doubling worldwide sales to 650,000 cases (8.35 million 70cl bottles) since 2005. It is the largest selling Irish whiskey in many markets in Northern and Central Europe while in several countries, including Denmark, Czech Republic and Latvia it is the largest selling whiskey of any type.

This new 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 Germany, Sweden and Eastern Europe where the brand already occupies a leadership position and is outperforming its competitors.

Tullamore Dew Global Brand Director Shane Hoyne said the investment in new packaging and the integrated global campaign would support the company’s drive to rapidly accelerate the worldwide growth of Tullamore Dew.

“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,” he commented. William Grant & Sons currently employs over 80 people in Ireland - in Clonmel, Tullamore and Dublin.