The company will invest “at least $10 million” over the next two years in worldwide marketing and advertising for the brand, one of the company’s six core brands.
The international marketing of Tullamore Dew is being led by the Dublin-based Global Marketing Office and includes a new global TV and print campaign. The campaign is currently being rolled out worldwide while the new packaging will be available on shelves from June next year.
Tullamore Dew has current sales of 650,000 cases. The investment has been prompted by the brand’s rapid growth, driven largely by increased consumer demand for Irish whiskey in the US and emerging Irish whiskey markets such as Germany, Sweden and Eastern Europe where the brand already occupies a leadership position and is outperforming its competitors.
William Grant & Sons currently employs over 80 people in Ireland – in Clonmel, Tullamore and Dublin.