Thursday 9 August 2012

NEW LOOK TULLAMORE DEW IS UNVEILED AT DUBLIN AIRPORT


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.

AndrĂ© 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 AndrĂ© 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
  1. Henry Rooke, Head of Procurement & Supply, ARI Ireland
  2. Jean Ann Taylor – Head of Retail Dublin Airport
  3. Nora McNulty – Tullamore Dew Brand Manager
  4. Emma Humphreys – Regional Marketing Manager - WGS
  5. Stephen Young – Irish Whiskey Society
  6. Jack Mcgowan – CEO ARI
  7. Keith Buckley – Category Leader ARI
  8. Alex Warren – Business Development Manager - WGS
  9. Andre de Almeida – Regional Director Europe - WGS
  10. Zoltan Vari – Irish Whisky Society
  11. John Quinn – Tullamore Dew Global Brand ambassador


Caption for launch group image, from L-R: launch group –

  1. Emma Humphreys – Regional Marketing Manager – WGS
  2. Andre de Almeida – Regional Director Europe - WGS
  3. Stephen Young – Irish Whiskey Society
  4. Jack Mcgowan – CEO ARI
  5. Keith Buckley – Category Leader ARI
  6. Collette Chambers – hostess
  7. Nora McNulty – Tullamore Dew Brand Manager
  8. Zoltan Vari – Irish Whisky Society
  9. Alex Warren – Business Development Manager - WGS
  10. Jean Ann Taylor – Head of Retail Dublin Airport
  11. David O’Neill – Category Manager ARI
  12. Henry Rooke, Head of Procurement & Supply, ARI Ireland
  13. 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

Scorpio and Emirates have a Big Idea


Scorpio Distributors and Emirates Airlines joined forces earlier this year in an exciting cabin crew incentive program called The Big Idea.
Sponsored by Scorpio, with a first prize of $5,000, the Big Idea invited Emirates crew to come up with ideas for potential inflight products. Prizes were also offered for the runner up ($2,500), while each of the eight finalists received gifts from Scorpio. As an added incentive, the winning entry would be produced by Scorpio and sold onboard Emirates.
Attracting more than 200 entries, the winning submission from Michelle Carbonnell was a piece of jewellery reflecting all colours of the rainbow in crystals. Scorpio hopes to have the piece in production and available onboard by July 2013 latest.
We were absolutely delighted with the response to the Big Idea,’ says Scorpio Group Managing Director Stuart McGuire. ‘The enthusiasm to the concept from crew was incredible and the ideas put forward were really very well thought out and inventive. It’s certainly something that we want to run again with Emirates and can see it becoming a bigger event next year.’
Added John Sime, Vice President Retail Services, Emirates Airlines: ‘Incentivising cabin crew is extremely important in the Emirates philosophy and Scorpio has always been very supportive in working with us to create initiatives that will inspire our team. The Big Idea has proved to be a very successful concept which the crew really bought into.’
Runner up was Yousuf Khan who came up with Comikase board game. Other ideas submitted by the eight finalists included Cassandra Iuliis for her Bon Voyage scarf collection; Cristina Naicu with her photo collection; Dannya Baiocchi who created an Emirates Cabin Crew doll; Lilita Kittisaksoontorn for her Gummy-Gimmick; Mario Cendana for The Edge; and Nalina Narakorn for Aroma by Emirates.







Rowena Holland, Essential Communications.  Email: row@essentialcommunications.org

August 2012