Tullamore on the campaign trail

By Michelle Perrett

Published: 22 September, 2017

William Grant owned Irish whiskey Tullamore DEW has launched a campaign to champion ‘blend’ as part of a “major” investment.

Running now, the ‘Beauty of Blend’ push for the tipple, which is one of the only Irish whiskey brands to use a triple blend, incorporates TV, digital and PR.

The campaign had been designed to “challenge preconceptions about how whiskey is made and champion blend”, said Tullamore DEW.

“We are built on blend - it runs through every bottle of our original triple blend Irish whiskey, and there are numerous examples in the worlds of food, music and beyond where something beautiful has been created because of the blending of different cultures or ideas,” said global brand director, Caspar MacRae.

The activity formed part of the company putting “major investments” into the brand and distillery, he added.

The campaign, created by New York agency Opperman Weiss, centers around two pieces of video content - ‘Danny Boy’ celebrates cultural diversity, while ‘No Irish Need Apply’ is a challenging film that showcases the history of Irish immigration in the USA.

Tullamore DEW has also partnered with MyHeritage DNA - the family history and DNA testing company, to create a limited edition DNA kit to allow people to celebrate their own unique blend of ethnicities.

The DNA kits will be given away through a gifting program and via the brand’s social channels.

In September 2014, parent company William Grant & Sons opened the €35 million Tullamore Distillery in Tullamore, Co. Offaly, Ireland. William Grant & Sons will invest a further €25 million into the opening of a new grain distillery and bottling plant in the coming weeks.

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