New look for Tullamore Dew

Irish whiskey Tullamore Dew is to benefit from multi-million dollar global investment from owners William Grant & Sons.

The money will go towards new-look packaging and the launch of a global advertising campaign under the banner “Irish True”.

Rolled out globally this month, the ad campaign, shot by filmmaker Jake Scott (son of Ridley), features “charismatic characters evoking the poetic and rebellious spirit of the Irish”, while the new look packaging, which premiered at the TFWA World Exhibition 2011 in Cannes this week, will go on sale next July.

The investment has been prompted by the brand’s rapid growth, which has seen sales almost double since 2005, driven largely by increased consumer 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: “We want to establish a different definition of ‘Irishness’ – as something that people can relate to the world over, rooted in the incredible spirit of the people.

“Irish whiskey is a dynamic category and we believe that with this new investment and integrated campaign we can establish Tullamore Dew as a truly global player. We’re relatively unknown in the UK at the moment and we want to change this.”

Tullamore Dew was bought by William Grant & Sons in 2010 and is the second biggest Irish whiskey in the world behind Jameson.