NEW YORK– Independent, family-owned distillers William Grant & Sons Ltd. today announced the roll-out of a multi-million dollar global investment in Tullamore Dew – the world’s number two Irish whiskey brand – with the launch of a global integrated communications campaign, supporting a groundbreaking, new ‘Irish True’ advertising creative, as well as the announcement of new packaging.
In a radical departure for Irish whiskey, a new global TV and print campaign features striking images and charismatic characters, evoking the true spirit of the Irish: intriguing yet approachable, sociable but serious, humorous and poignant; in a tone of voice that is both poetic and rebellious. The campaign features posters, wall art and digital roll-out in New York, Chicago, San Francisco and Philadelphia, supported by under-the-radar events, bringing to life the Irish True Spirit. The stunning new packaging is scheduled for introduction in mid-2012.
Tullamore Dew is currently one of the fastest growing Irish whiskey brands, almost doubling in sales since 2005. The 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 the Czech Republic and Germany, where the brand already occupies a leadership position and is outperforming its competitors. William Grant & Sons’ ambition is that investment in a heavyweight integrated campaign and new look packaging will rapidly accelerate the global growth of Tullamore Dew, further strengthening its position as one of the world’s best loved Irish whiskey brands.
The development of the campaign has been helmed by Tullamore Dew Global Brand Director Shane Hoyne, who assembled a stellar team to develop the new brand campaign, collaborating with international agency McCann Erickson, as well as creative radical Jeff Weiss and renowned film maker Jake Scott.
“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,” Commented Hoyne. “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.”
“We are proud to be bringing this honest representation of the Irish spirit to the United States,” said Laura Gwilliam, Senior Brand Manager for Tullamore Dew in the United States. “From its poetry,music, and unique spirit of rebelliousness to the distinctive camaraderie of a true Irish Pub, Ireland’s cultural contributions to the world have been hugely influential, and we are excited to be bringing that spirit to life here in the U.S.”
About Irish True
‘Irish True’ is Tullamore Dew’s new integrated global brand platform and has been designed to challenge the category advertising norms. ‘Irish True’ reflects the true spirit of the Irish in a tone of voice that is both poetic and rebellious. Daniel E. Williams, who founded the distillery in 1829, refused to compromise as he strove to create a smoother Irish whiskey with gentle complexity and ‘Irish True’ celebrates the spirit of those who stay true in the face of adversity. In an irreverent, tongue-in-cheek execution the TV advert features a trio of Irishmen enjoying a last ‘glasses up’ with their arresting officer; while the poster advertisements feature a series of characters, each with their own dramatic call to action that evokes the essence of the ‘true Irish’ character.
About Tullamore Dew
Tullamore Dew is the second largest Irish whiskey in the world in the fastest growing category. It has been widely acclaimed by whiskey connoisseurs, most recently winning five awards at this year’s prestigious International Wine & Spirit Competition (IWSC), including ‘Gold Best in Class’ for its highly acclaimed Tullamore Dew 10-Year-Old Reserve. The brand has now achieved an impressive record of 29 gold medal awards in the last 10 years.
With an intriguing smooth yet complex character, Tullamore Dew is triple distilled, but is also a unique blend of all three types of Irish whiskeys; the pot still, malt and grain whiskeys. Using only the finest grains and purest water, it is patiently aged in specially seasoned oak casks to develop its complexity – making it the perfect toast when out, or with friends at home. Tullamore Dew is best enjoyed straight up, on the rocks, or served long with soda and a wedge of lime.