Global boost for Irish whiskey sales as Scottish distillery opens Dublin office

SCOTTISH distillery William Grant & Sons (WG&S) has opened aglobal marketing officein Dublin, with a campaign for Tullamore Dew Irish whiskey as the first item on the agenda.

This follows the €300 million acquisition in July of C&C’s portfolio of Irish spirits and liqueur brands. These include Tullamore Dew, for which WG&S is commissioning an international TV, print and outdoor advertising drive, managed from Dublin.

The 17 professionals in WG&S’s Dublin office will also promote non-Scotch brands such as Sailor Jerry and Hendrick’s Gin. Dublin will also lead global planning and innovation. The company’s London office will continue to manage its Scotch whisky brands – Glenfiddich, The Balvenie and Grant’s. Both offices will be overseen by group marketing director Maurice Doyle.