Tullamore Dew Irish Whiskey Sponsors CRAIC Festival 3/12-14

Tullamore Dew® Irish Whiskey, the official whiskey of St. Patrick's Day, announced today its sponsorship of New York City's most innovative St. Patrick's Day festivity - the 11th annual CRAIC Festival. A true embodiment of the Irish term "Craic," meaning "fun and abandonment," the March 12-14th festival will feature the latest, cutting edge Irish cinema, music, and of course, liquid merriment.

Headliners at the CRAIC Festival this year include such buzz-worthy Irish acts as Colin Devlin (of the Devlins), Enter the Haggis, Paddy Casey, and many others. In addition, the cinematic portion of the festival features films by such noted directors as Marian Quinn ("32A"), Leonard Abramson ("Garage") and the 2008 Cannes Film Festival Award Winner, "Hunger" (directed by Steve McQueen). Musical performances will take place at the Mercury Lounge (217 E. Houston St between Ave. A & Essex) with films being screened at Cinema Village (22 E. 12th St between University Pl. & 5th Ave.). After parties featuring Tullamore Dew's Tully Tea will be held each night at Bar 13 (35 E. 13th St. between University Pl. & Broadway). More information on the schedule of events can be found at www.thecraicfest.com.

In making the announcement, Paul Caffrey, Brand Manager for Tullamore Dew said: "Tullamore Dew is delighted to help make the CRAIC Festival possible this year. As the only major Irish whiskey still owned by an Irish company, we are thrilled to partner with a festival that brings Ireland's unique artistic visions to New York, particularly over St. Paddy's Day weekend. This is a perfect opportunity to ‘give every man his Dew.'"

"The CRAIC Festival and Tullamore Dew are both premium brands, deeply rooted in Irish culture and tradition that attract a fun and diverse international audience," adds Festival founder, Terence Mulligan. "From Van Morrison to Jim Sheridan, the Irish have traditionally guided the arts in progressive directions, and this year's CRAIC Festival line-up continues to build on that tradition."

Founded in 1998 as a nonprofit organization, the Film Fleadh Foundation (FFF) designed and produces the CRAIC Festival, annually presenting Irish cinematic and musical culture to the city of New York and the tri-state region. The CRAIC Festival has established International collaborations with such prestigious organizations as the Irish Film Board, Irish Arts Council, and the Cultural Relations Committee, as well as Irish celebrities such as Liam Neeson, Aidan Quinn, Denis Leary, and filmmaker Jim Sheridan who serve as Honorary Board Members for the foundation as well as the festival.

The ‘Craic' Epidemic

What exactly is "the craic?" Pronounced like "crack", the term, "craic" is defined by the Oxford Dictionary as an Irish term for "fun, abandonment, or lighthearted mischief; often in the context of drinking or music," however its historical definition and spelling vary. The oldest related, most widespread, sense of craic/crack is "joke," as in to crack a joke or wise-crack. Another sense of craic, found in Scottish English, is "news, gossip," as in the common Irish expression "What's the craic?" meaning "how is it going?" or "what's happening?"

As the last of the top three global Irish whiskey brands still owned and managed by an Irish company, Tullamore Dew actively supports Irish culture around the globe, including the CRAIC Festival, which takes place in New York City, home to the most Irish Americans in the US and the largest St. Paddy's Day Parade in the world. In honor of the holiday and the festival, Tullamore Dew is releasing a new cocktail, Tully Tea, which will be featured at each evening's after party.

Tully Tea
2 parts Tullamore Dew
1 part Irish Mist
Top with cola
Splash of sour mix
Serve over ice in a Highball glass
Garnish with a lemon wedge or wheel

For more information, check out www.thecraicfest.com and www.tullamoredew.com.