Multi-million dollar global investment for Tullamore Dew

Published: 20 September, 2011

Irish whiskey brand Tullamore Dew has received a multi-million dollar investment worldwide - inlcuding new packaging, and ad campaign.

The brand, which is marketed and distributed by William Grant & Sons, will be the subject of a new global TV and print campaign under the banner of 'Irish True'.

The campaign breaks in September 2011 and the new packaging will be available from July 2012.

Tullamore Dew is currently one of the fastest growing Irish whiskey brands, almost doubling sales since 2005, mostly driven by increased demand in the USA and emerging Irish whiskey markets such as the Czech Republic and Germany.

Tullamore Dew's global brand director Shane Hoyne said: "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".

In developing the campaign, William Grant & Sons collaborated with international agency McCann Erickson as well as creatives Jeff Weiss and filmmaker Jake Scott.

Printer friendly version