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Tullamore D.E.W kicks off social media competition to celebrate opening of new distillery

Published:  22 July, 2014

Tullamore D.E.W has launched its 'Parting Glass' campaign, an online competition where people share their own images and videos toasting a milestone in their lives, in preparation of the whisky brand's opening of its new distillery in September.


Tullamore D.E.W 'Parting Glass' campaign

Consumers can post images or videos on Facebook, Instagram or Twitter celebrating their own milestones using the #PartingGlassUK hashtag for a chance to win a trip to Ireland. The top video or image submitted will wine a trip to Ireland to attend the opening party of the new distilleryThe competition is open for submissions until August 6.

Caspar MacRae, global brand director for Tullamore D.E.W said: "The 'Parting Glass' film was a huge success for Tullamore D.E.W and put us on the world stage as a brand that could create credible engaging content for our audience. As we developed plans to build anticipation ahead of the opening of our new distillery this September, it felt right that we would follow on from this success and create the next chapter of the story, this time allowing our fans to get involved too."

The original film has had over 380,000 hits on YouTube.


Tullamore D.E.W.'s original 'Parting Glass' short film

The campaign was created by global social media agency, We Are Social, along with the creators of  'The Parting Glass' original film, New York agency Opperman Weiss, which lead the production with director Laurence Dunmore. The original film won a range of awards including a Silver Lion from Cannes Lions. 

"We look forward to seeing the Parting Glass toasts shared with us and choosing the best entrants to join us at our distillery opening celebrations in Ireland," said MacRae.

For more information about the contest visit Tullamore D.E.W.