Iconic Irish whiskey brand Tullamore D.E.W. announce how proud they are of their hometown roots with the launch of their Be More Tullamore campaign and how the local Tullamore community keep them grounded during international success

With 15.2 million cases of Irish whiskey sold at home and abroad in 2022 and with Irish whiskey booming: it’s rather extraordinary that a whiskey from the small town of Tullamore ranks as the world’s second-largest Irish whiskey. Being #2 globally reflects the brand’s enduring commitment to quality and innovation. Almost 200 years since its establishment, Tullamore D.E.W. is still crafted and produced in Tullamore, Co. Offaly today.  

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.”

She continued:

“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.”

While Tullamore D.E.W. is 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. 

 

About The Range

Tullamore D.E.W. is the original triple blend Irish whiskey, by combining three spirits the blend gives three dimensions of flavour to explore; malt whiskey gives a fruity flavour pot still whiskey gives it spice and grain whiskey adds the sweet. These three spirits come together to give the brand a balance of flavour like no other in the category.

Tullamore D.E.W.’s award-winning range includes Tullamore D.E.W. Original, Tullamore D.E.W. XO Caribbean Rum Cask Finish, Tullamore D.E.W. 12-year-Old Special Reserve, Tullamore D.E.W. 14-Year-Old Single Malt, Tullamore D.E.W. 18 Year Old Single Malt and Tullamore D.E.W. Honey (in selected markets).

The name of the whiskey is derived from the town where it’s made and from the initials of its founding father Daniel Edmund Williams who became the owner of the business in the 1890s and inspired the launch of world-famous Tullamore D.E.W. Irish Whiskey.

About Tullamore D.E.W. Distillery

Just outside the town itself lies the Tullamore D.E.W. distillery – where the real magic happens. The distillery team is made of whiskey experts and passionate locals committed to putting in the work, supporting one another and making a top-notch whiskey to share with the world. It’s here that small-town values meet world-class innovation. Among the recent inventive offerings from the distillery is Tullamore D.E.W. Honey – a super-premium, multi-award-winning whiskey infused with honey to add remarkable smoothness to a classic. The space has all the fixings of a state-of-the-art distillery, but with some unique additions to give it that small-town soul and has led to it becoming one of the highest rated distillery experiences on the island of Ireland.  Take for example The Tully Warehouse Snug, a hidden bar designed like a cosy Irish pub, nestled amidst thousands of whiskey casks stacked 20 feet tall. To plan a visit, click here.

Please share a Tullamore D.E.W. responsibly. Visit drinkaware.ie.