Tullamore Dew whiskey owners to invest in boosting international presence
Scottish drinks group, William Grant & Sons acquired the Tullamore Dew brand earlier this year, when it bought C&C’s spirits division (before off-loading it save solely the Tullamore brand).
Yesterday, the company announced its appointment of McCann Erickson to spearhead a new global advertising campaign for the brand. Grant’s has illustrated its commitment to Tullamore Dew by establishing a Dublin-based international marketing office to complement its main one in London.
“As a global company, we believe we can grow Tullamore Dew in its existing markets and achieve strong volume growth in new markets offering the best potential,” according to Maurice Doyle, global marketing director at William Grant & Sons.
“Tullamore Dew is a superb whiskey range and we’re very excited about its prospects. The Irish whiskey category is experiencing strong growth at the moment, and the track record of Tullamore Dew in recent years is excellent.”
Mr Doyle said Grant’s will be significantly increasing the promotional spend behind the brand and pushing it further in the aforementioned territories. In Ireland, the brand will be aimed at the tourist market with enhanced selling points in hotels and airports. The company is still, also, mulling over the potential for a new distillery to be built in Offaly, as it looks to tighten its bonds with the town that gives the drink its name. He added that, under its previous ownership, the brand had been underdeveloped and hadn’t seen enough investment.
Tullamore Dew has seen its global whiskey market share grow nearly 50% in the last 10 years and is ranked as the fastest growing Irish whiskey brand worldwide.
