Where else to launch the new look bottle for Tullamore DEW, the
world’s number two Irish whiskey brand, than in its homeland. July
20 saw the unveiIing of this global Irish icon in its modern and
dynamic new dress at Dublin International Airport, the home of
award-winning ‘The Irish Whiskey Collection’, the greatest
selection of Irish Whiskeys available anywhere in the world.
The
new look packaging and the launch of a global integrated
communications campaign, under the banner of ‘Irish True’, was
launched at TFWA World Exhibition 2011 by William Grant & Sons,
which acquired the brand last year.
Says
Shane Hoyne, Global Brand Director for Tullamore DEW: ‘Tullamore
Dew is currently one of the fastest growing Irish whiskey brands
within one of the most dynamic categories in the global spirits
industry. We have enormous belief in Tullamore DEW and believe that
the introduction of a heavyweight integrated campaign and new look
packaging will accelerate the already phenomenal global growth of
Tullamore DEW, further strengthening its position as one of the
world's best loved Irish
whiskey brands. This belief is underlined by imminent opening of the
new Visitor’s centre in Tullamore and our announcement of a €35
million investment in the building of a new distillery in Tullamore,
returning production to its hometown for the first time in 54 years,
securing new jobs and ensuring the long term success of the brand.
‘That
the new look packaging and campaign were launched at Cannes last year
is testament to the importance of the role that travel retail can
play for Tullamore DEW, not only because we have the ability to
connect with consumers from all across the world with outstanding
display, but also because through GTR we can enable consumers to
sample the outstanding liquid – and when the whiskey tastes as good
as Tullamore DEW you can be sure that trial will lead to purchase.’
The
new bottle is designed to bring a distinctive premium feel to
Tullamore DEW, whilst driving a message of authenticity. Designed
around the original bottle shape, a new front label wraps around the
bottle and ‘EST. 1829’ is embossed at the heart of the bottle
design. The new pack also features provenance stories about the
brand’s heritage and a selection of the gold medals that the brand
has won since its inception by Daniel E. Williams.
André
de Almeida, Director Europe, Global Travel Retail for William Grant &
Sons comments, ‘In Cannes last year we said that we have
significant plans for the future of this fantastic brand, and those
plans are now coming together.
There
is a real belief in the brand and what is so exciting is the role
that global travel retail is playing within the story. In terms of
distribution, we will be focussing initially on Europe and North
America for Tullamore DEW but, naturally, with a particular focus on
Dublin. We want to present the best possible image of the brand in
its homeland and, therefore, being present in the airport as a part
of The Irish Whiskey Collection is key to our program – and we are
delighted to be launching the new look here first as we seek to
position Tullamore DEW as a true Irish spirit – and a true global
player.’
ARI
Chief Executive Officer Jack MacGowan added: ‘We are delighted
that William Grant & Sons have chosen the Irish Whiskey
Collection at The Loop for their global launch of the new look
Tullamore Dew bottle. The Irish Whiskey Collection is the world’s
single largest retail offering of Irish whiskey with more than 120
separate brands available for sale including a wide range of premium
labels, some of which are exclusive to our store.
‘We
are now selling an average of 1,000 bottles of Irish whiskey a day at
Dublin Airport, or one bottle per minute, and growth in premium Irish
whiskey sales is currently about 25% ahead of passenger traffic
volumes through the airport.
‘I
wish to thank and congratulate André
de Almeida and
his colleagues for choosing the award-winning Irish Whiskey
Collection as the venue for this exciting brand initiative and for
their ongoing commitment to the Irish Whiskey Collection.’
-
Ends –
Caption
for IWS group shot, from L-R
- Henry Rooke, Head of Procurement & Supply, ARI Ireland
- Jean Ann Taylor – Head of Retail Dublin Airport
- Nora McNulty – Tullamore Dew Brand Manager
- Emma Humphreys – Regional Marketing Manager - WGS
- Stephen Young – Irish Whiskey Society
- Jack Mcgowan – CEO ARI
- Keith Buckley – Category Leader ARI
- Alex Warren – Business Development Manager - WGS
- Andre de Almeida – Regional Director Europe - WGS
- Zoltan Vari – Irish Whisky Society
- John Quinn – Tullamore Dew Global Brand ambassador
Caption
for launch group image, from L-R: launch
group –
- Emma Humphreys – Regional Marketing Manager – WGS
- Andre de Almeida – Regional Director Europe - WGS
- Stephen Young – Irish Whiskey Society
- Jack Mcgowan – CEO ARI
- Keith Buckley – Category Leader ARI
- Collette Chambers – hostess
- Nora McNulty – Tullamore Dew Brand Manager
- Zoltan Vari – Irish Whisky Society
- Alex Warren – Business Development Manager - WGS
- Jean Ann Taylor – Head of Retail Dublin Airport
- David O’Neill – Category Manager ARI
- Henry Rooke, Head of Procurement & Supply, ARI Ireland
- John Quinn – Global brand Ambassador – Tullamore Dew
For
more information please contact:
Press
enquiries: Rowena Holland, Essential Communications. Email: row@essentialcommunications.org
Notes
to editors
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.
- Tullamore Dew is owned by William Grant & Sons, an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich, The Balvenie range of handcrafted single malts and the world’s third largest blended Scotch Grant’s as well as other iconic spirits brands such as Hendrick’s Gin, and Sailor Jerry Spiced Rum. For more information about Tullamore Dew, visit: www.tullamoredew.com or www.facebook.com/tullamoredew
