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At the unveiling of the new-look bottle in Dublin T2 were (L-R) ARI Ireland Head of Procurement & Supply Henry Rooke; Dublin Airport Head of Retail Jean Ann Taylor; Tullamore Dew Brand Manager Nora McNulty; William Grant & Sons Regional Marketing Manager Emma Humphreys; Irish Whiskey Society’s Stephen Young; ARI CEO Jack MacGowan; ARI Category Leader Keith Buckley; William Grant & Sons Business Development Manager Alex Warren; Tullamore Dew Global Brand ambassador John Quinn, William Grant & Sons Regional Director Europe Andre de Almeida and Irish Whiskey Society’s Zoltan Vari |
William Grant & Sons has launched a new look for its Tullamore Dew bottle at The Irish Whiskey Collection at Dublin Airport. A special event took place at the award-winning The Irish Whiskey Collection store in Terminal 2 on 20 July.
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.
Tullamore Dew Global Brand Director Shane Hoyne said: “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 the imminent opening of the new Visitor Centre in Tullamore and our announcement of a €35 million investment in the building of a new distillery in Tullamore, returning production to its home town for the first time in 54 years, securing new jobs and ensuring the long term success of the brand.”
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The new bottle is designed to bring a premium feel to Tullamore Dew, while adding a message of authenticity, according to William Grant & Sons | |
Hoyne added: “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, while driving a message of authenticity, according to the brand owner. 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.
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ARI CEO Jack McGowan & William Grant & Sons Regional Director Europe Andre de Almeida |
André de Almeida, Director Europe, Global Travel Retail for William Grant & Sons, said: “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 focusing initially on Europe and North America 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 programme. 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.”
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The Tullamore Dew and ARI Ireland teams outside the store at the launch |
