William Grant & Sons has teamed up with Aer Rianta International (ARI) for the global launch of the travel retail exclusive Tullamore D.E.W. Rouge Irish whiskey at The Loop, Dublin Airport.
The new limited edition offers a 13-year-old single malt whiskey, finished in Bordeaux red wine casks.
Tullamore D.E.W. Rouge has a RRP of €58 and will be sold exclusively as part of The Irish Whiskey Collection at The Loop for six months, with the wider global travel retail roll-out planned for April 2022.
Travellers can pre-order a bottle via The Loop Click & Collect service at theloop.ie and can also sample the liquid at the Tullamore D.E.W. Rouge Terminal 1 pop-up this month (October).
Tullamore D.E.W. describes its Rouge as a “union of Ireland’s whiskey-making excellence and France’s unrivalled wine traditions”, a smooth Irish whiskey with the fruity aromas and full body of a Bordeaux red wine.
William Grant & Sons Global Managing Director for Global Travel Retail David Wilson said: “The launch of Tullamore D.E.W. Rouge is a very exciting development for the brand and underlines our commitment to releasing unique and interesting exclusives into the travel retail space.
“We are delighted to launch this liquid exclusively with Dublin airport in the brand’s home country and we look forward to the wider availability of Tullamore D.E.W. Rouge in global travel retail next year.”
Tullamore D.E.W. Global Brand Ambassador John Quinn underlined the maturation and finishing processes which gives the new Rouge edition its fruity aromas, full body and notes of ripe grape and tannin spice.
“This is a very special liquid and one that we are incredibly proud to release,” he said. “We are big admirers of France’s unrivalled distinction in wine production as we ourselves aspire to the same excellence in whiskey production. We are delighted to combine these unparalleled flavours and celebrate this fusion of craft from two countries to bring both whiskey and wine lovers a rich tasting experience.”
ARI Ireland Alcohol & Tobacco Buyer Tracey Jordan added: “We are delighted to secure exclusivity for Tullamore D.E.W. Rouge and add it to our ever-expanding multi award winning ‘Irish Whiskey Collection’ at The Loop, Dublin Airport.
“We look forward to welcoming our customers to taste this splendid whiskey and we are delighted to give them the opportunity to purchase this special release within travel retail.”
A leader in the Irish whiskey category, Tullamore D.E.W. has a long and rich heritage since the creation of its original distillery in 1829.
The brand, which has annual global sales of 1.2 million cases, noted that premiumisation is set to lead Irish whiskey market growth over the next five years. Tullamore D.E.W. Rouge will feature in the ultra-premium space, which is valued at US$141 million globally and US$13 million in global travel retail.
