Tullamore D.E.W., the William Grant & Sons owned Irish whiskey brand, is launching a through the line, global platform called ‘Beauty of Blend.’ As one of the only Irish whiskey brands to use a triple blend of all three types of whiskey, the new through the line campaign aims to challenge the preconceptions about how great whiskey is made, as well as championing the ways in which ‘blend’ makes the world a more interesting place.
Within the whiskey category, Tullamore D.E.W. is the world’s second largest Irish whiskey. The brand has had huge success with global sales growing from 860,000 cases to 1.1 million annually over the last 3 years.
The ‘Beauty of Blend’ launches with a TV, Digital and PR campaign centering around two hero pieces of content entitled ‘Danny Boy’ and ‘No Irish Need Apply’. In developing the campaign, and owing to the fact that 99.7% of people around the world are a blend of two or more ethnicities, Tullamore D.E.W. has also partnered with MyHeritage DNA, to create a limited edition DNA kit which gives fans an opportunity to discover, and celebrate, their own unique blend of ethnicities. The DNA kits will be given away through a gifting program and the Tullamore D.E.W. social channels in the coming months.