UK. Following its acquisition of Irish whiskey Tullamore Dew last year, William Grant & Sons has initiated the first in a series of high profile promotions for the brand in travel retail.
Timed to coordinate with St Patrick’s Day celebrations, the activities are taking place throughout March in a number of key airports including Berlin, Duesseldorf, Frankfurt and Istanbul (through Gebr Heinemann), Johannesburg, and – in Ireland – Tullamore, Dublin, Shannon and Cork.
“Tulllamore Dew is a fantastic addition to the William Grant & Sons portfolio; we see a huge opportunity within travel retail to build the brand and we are very excited about our plans going forward,” said William Grant & Sons Global Travel Retail Director Rita Greenwood.
“Travel retail is all about great brands in a great environment, Tullamore Dew is now one of our core brands and we are fully committed to working with our retail partners to really activate the brand.”
Various levels of promotional activity are under way, with the emphasis on sampling, fixture display and high visibility billboard advertising to raise awareness of the brand and engage consumer interaction.
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Various levels of promotional activity are under way in key target airports, with the emphasis on sampling, fixture display and high visibility billboard advertising to raise awareness of the brand and engage consumer interaction |
Dublin Airport Authority Trade Planning and Category Strategy Manager Sue Kelly said: “We are delighted to be collaborating with Tullamore Dew on an innovative promotion in the Irish Whiskey collection at the Loop in Dublin Airport. We will be rewarding every purchase of Tullamore Dew 1L with an invitation to visit one of the bars in the airport to sample a free Irish coffee – made with Tullamore Dew of course.
“This is an imaginative, great customer-focused promotion that will not only drive sales of Irish whiskey and Tullamore Dew but will also drive footfall and spend in the bars. Innovation is high on our agenda and we are delighted with this promotion from the team at William Grant & Sons.”
Greenwood added: “St Patrick’s Day is a wonderful reason to celebrate the “˜true Irish spirit’ with Tullamore Dew. However, the brand has even more reason to celebrate, having recently won a number of awards. These include “˜Best Irish Blended Whiskey’ at the Icons of Whisky annual awards for the Tullamore Dew 12yo and two Double Gold Medals at the World Spirits Competition in San Francisco, one of the most prestigious award ceremonies.” Tullamore Dew has won 27 medals for the range over the last 10 years.
“We’re delighted to have added Tullamore Dew to our travel retail portfolio. Already, since taking on the brand, sales are significantly up year-on-year and we’re confident that Tullamore Dew will go from strength to strength in travel retail,” she concluded.
