The international market for Irish whiskey globally amounts to a total of 15.2 million 9 litre cases sold annually, both at home and abroad in 2022. Tullamore D.E.W. is the World’s number 2 Irish whiskey with a history that stretches back to 1829 in the midlands of Ireland.
It is here in these midlands, in the town of Tullamore, in County Offaly, that for almost 200 years since its inception, Tullamore D.E.W. has been crafted and produced.
Tullamore D.E.W. are now taking to the international stage to celebrate their slice of home and boast the fact that this journey across the world to become World number 2 Irish whiskey started in a small town in the centre of Ireland.
Speaking on this, Emma Slevin, Senior Brand Manager Tullamore D.E.W., said: “Being the world’s second-largest Irish whiskey brand, we’re proud of our journey, but even more proud of our roots. Tullamore is more than a name; it’s our home. We wanted to share a little of what makes Tullamore town so special with the world, so we’re very excited to today launch our new campaign that does just this, in countries right across the globe.”
Emma continues: “We began crafting whiskey in Tullamore back in 1829, long before the era of push notifications and photo filters. We wanted our new campaign to highlight the enduring values that continue to drive our success. We hope it serves as a reminder of what matters in life – genuine friendships, authentic conversations, and being in the moment. Cheers to that!”
In terms of their global success, Tullamore D.E.W. is notably popular in areas such as the Nordic countries and in Central Europe. For example, being the number one selling Irish whiskey in countries such as Sweden and the Czech Republic.
Speaking of Tullamore D.E.W.’s popularity in Sweden, Swedish drinks aficionado and renowned content creator in his home country, Robin Bruhn said: “I’m a big fan of Irish whiskey and ever since my first sip of Tullamore D.E.W I’ve always considered this to be a no fuss whiskey that never fails to impress with its unique and fruity flavour. By itself or in an Irish coffee Tullamore D.E.W is the whiskey I’m always recommending to buy if someone here in Stockholm asks me for the best bang for their buck Irish whiskey.”
According to the Tullamore team, while they are ranked as the #2 Irish whiskey sold globally, “it is the humble nature of the people of Tullamore that have kept them grounded for nearly two centuries and they proudly take their name from their hometown. Tullamore D.E.W. today launched their ‘Be More Tullamore’ campaign, acting as a love letter to Tullamore. The advertisements for which will be seen right across the world.”
The new campaign showcases candid local ‘Tullamorians’ throughout its advertising and social executions, ensuring genuine authenticity throughout. The focus of the campaign is to celebrate Tullamore Town in County Offaly, Ireland, and the unique community spirit that it encompasses. Tullamore sets itself apart from other towns with its one-of-a-kind mix of friendly goodwill, human connection, and substance. The town reflects the people who live there – folks who are honest, humble, and grounded. Tullamore D.E.W. today employs over 100 townsfolk at the distillery, making it an integral part of the local economy.
It’s no surprise that the Tullamore community have managed to make something truly special – Tullamore D.E.W. an Irish Whiskey that has captivated whiskey enthusiasts across continents, while never forgetting its hometown values.