This follows an international pitch involving four global agencies briefed to develop new positioning and campaign creative for the brand.
William Grant & Sons acquired Tullamore Dew last July and it’s now one of its six core brands. Currently the world’s second largest Irish whiskey, the brand sells over 650,000 cases worldwide. While the Irish whiskey category has seen strong volume growth of more than 50 per cent in the past decade, Tullamore Dew itself has more than doubled volumes and grown its market share from 9.3 per cent to 13.7 per cent.
Tullamore Dew is also the largest-selling whiskey of any type in the Czech Republic, Denmark and the Baltics. In addition, it’s the number one Irish whiskey in Germany, Sweden, Bulgaria, Poland and Estonia and has won a total of 26 gold medal awards over the past 10 years including gold medals at the prestigious International Spirits Challenge in 2006 and 2007, double gold at the World Spirits Competition in 2008 and gold at the 2010 Travel Retail Masters.
The brand now aims for strong growth across all key markets and will leverage the global distribution capability of William Grant & Sons to significantly grow its market share, particularly in the UK and US. It will also grow its presence in Ireland with a focus on airports and key tourist destinations, high profile hotels and bars around the country. It will place special focus on Tullamore town where the Tullamore Dew Heritage Centre has just celebrated 10 years in business.
“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,” commented William Grant & Sons Global Marketing Director Maurice Doyle.
“We are also managing all our international marketing for Hendrick’s Gin and Sailor Jerry Spiced Rum from this office. In that respect, we are delighted that McCann Erickson (Dublin) was successful in the international pitch for the Tullamore Dew creative account.”
The full Tullamore Dew range includes:
Tullamore Dew Original
Tullamore Dew 10 Year Old Reserve
Tullamore Dew 12 Year Old Special Reserve
Tullamore Dew 10 Year Old Single Malt
Tullamore Dew Black 43