Product Launch - TRAVEL RETAIL: William Grant & Sons' Tullamore Dew 14 Year Old Single Malt Sherry Cask Finish
Click through to view William Grant & Sons' Tullamore Dew 14 Year Old Single Malt Sherry Cask Finish
William Grant & Sons' Tullamore Dew 14 Year Old Single Malt Sherry Cask Finish
Category - Spirits, whiskey, Irish, single malt
Available - Since last month
Location - Travel retail, exclusive to outlets across Europe that are operated by Nuance; 64 locations in 19 countries
Price - Not specified, available in 1-litre bottles
Distribution - William Grant
William Grant & Sons has launched a limited edition brand extension of Tullamore Dew exclusively in the travel retail channel.
Tullamore Dew 14 Year Old Single Malt Sherry Cask Finish is the oldest expression of Tullamore Dew currently available, and will be available for a limited – albeit unspecified – time. The iteration has been finished for eight months in Old Olorosso Sherry casks.
William Grant acquired Tullamore Dew from C&C Group in 2012 for EUR300m (US$367m).
William Grant & Sons has joined forces with Nuance to launch an exclusive Tullamore DEW 14 Year Old Single Malt Sherry Cask Finish, available solely through the retailer’s key European airport outlets from July 2013.
The oldest variant of Tullamore DEW available to date, the launch is primarily to strengthen Tullamore DEW's leadership position in its core markets through Nuance such as Sweden and Switzerland; to build the brand in developing markets such as Portugal and Turkey; and to support William Grant's and Nuance's expansion and growth plans. Airports offering the exclusive variation will initially include Zurich, Antalya, Arlanda (Stockholm) and Lisbon, with Malta and Geneva set to follow.
Tullamore DEW 14Year Old Single Malt Sherry Cask Finish is presented in a new premium design one litre bottle within a gift box; part of the new packaging range launched in Q2 of 2013. The 14 year old Single Malt Irish whiskey is finished for eight months in hand selected Old Olorosso Sherry casks.
Says WGS Europe Regional Director, André de Almeida: 'The introduction of Tullamore DEW 14 Year Old Single Malt Sherry Cask Finish continues our policy of developing limited editions for Nuance, one of William Grant & Son’s key strategic partners in global travel retail.
'We believe that global travel retail is the ideal route for driving premiumisation of the brand, with exclusives such as this 14 year old enhancing the perception of Tullamore DEW as a premium, unique Irish whiskey, with strong whiskey credentials. We think this launch is a great way to accomplish that.’
Adds Nuance Commercial Director Europe, Alexander Anson: We are delighted to offer this exclusive product across our stores in Europe. I am certain Tullamore DEW 14Year Old Single Malt Sherry Cask Finish will be welcomed by travellers visiting our stores in search of unique high quality liquors. Nuance truly values the partnership we share with William Grant and we look forward to continuing our cooperation.
The launch is being supported by high profile branded merchandising display and activation including tastings and a video tutored tasting by the brand’s Global Brand Ambassador during the summer months.
Tasting notes: Nose: Tullamore DEW 14 Year Old Single Malt Sherry Cask Finish has a lively citrus character with rich vanilla oak notes and floral aromas of lavender and violets gently intertwined with fresh berries. This is accompanied by a complex and rounded single malt taste, with the fruitiness of ripe berries. The influence of sherry cask adds a sweet spice note with hints of cinnamon and nutmeg. It has a rich, golden single malt finish with long lingering sweetness culminating in a touch of dry tannin.
Original source: Company Release
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