TFWA: William Grant & Sons ramps up focus on Tullamore Dew

By | 20 September 2011

Click through to view the new Tullamore Dew pack

Click through to view the new Tullamore Dew pack

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William Grant & Sons has lined up a "multi-million" dollar repack and global advertising campaign for its Tullamore Dew brand.

The company, which acquired Tullamore Dew from C&C Group last year, announced the bottle redesign at TFWA World Exhibition in Cannes earlier today (20 September). The pack keeps the same shaped bottle, but now has a wrap-around front label. William Grant will roll out the bottles to all markets from July next year.

Before that, however, the company will run a global TV and print ad campaign for the brand, centred on its provenance. The ‘Irish True’ ads, one of which is pictured below, will start to run in key markets from this month.

William Grant declined to give the specific amount it is investing behind the push.

Tullamore Dew

Expert analysis

William Grant & Sons Ltd in Spirits - World

Although only the world’s 42nd biggest spirits company in 2010 in volume terms, William Grant & Sons is a company to watch. The company has made great strides to broaden its product portfolio and geographic spread primarily organically, but also by the acquisition of Tullamore Dew in 2010. The profile looks at what William Grant has done and what else it could do to continue to expand.

Sectors: Marketing – advertising & promotions, Spirits

Companies: William Grant, C&C Group

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