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Tullamore Dew launches premium 12 Year Old

Published:  16 November, 2011

First Drinks owned Tullamore Dew, has launched its premium variant, the 12 Year Old Special Reserve whiskey to the UK on and off-trade market.

The blend of three different types of triple distilled Irish whiskey aged between 12-15 years has undergone a triple distillation process and maturation in ex-bourbon and Olorosso Sherry casks to develop complexity.

Tom Wade, senior brand manager for Tullamore Dew, says: "We have exciting plans to grow the brand in the UK as there is a real opportunity for Tullamore Dew to become a serious player in the whiskey market.

"With the recent announcement of the new marketing investment and now with the 12 Year Old liquid entering the UK market, we hope to really establish the brand across both the on and off-trade, particularly in the more premium sector and with the whiskey connoisseur.

"Premium brands are outperforming the spirits market across both channels and whiskey is a key beneficiary of this.

"With consumers increasingly looking at brands which offer real heritage, integrity and value, we are confident that Tullamore Dew will be well received by consumers."

This latest development comes just two months after the brand announced the roll-out of a multi-million dollar global investment in Tullamore Dew, with the reveal of new look packaging and the launch of a global integrated communications campaign, under the banner of 'Irish True'.

Tullamore Dew 12 Year Old will be available in specialist on and off-trade outlets from late November (rrp £29.45, per 70cl bottle).