Tullamore D.E.W. Irish Whiskey's 'Beauty of Blend' Campaign Makes Global Debut in the U.S.

On September 19 th, Tullamore D.E.W. the world's second largest Irish whiskey premiered a new global advertising platform, "Beauty of Blend," which will be its most extensive international communications campaign to date. Debuting in the U.S. at New York's Lower East Side Tenement Museum, the "Beauty of Blend" campaign includes television and digital advertising, an ongoing social media campaign, micro-site, events and influencer programming.

Tullamore D.E.W.'s "Beauty of Blend" campaign references the unique triple blend of pot still, malt and grain whiskeys that make up Tullamore D.E.W. Original. Triple distilled and triple blended for sweetness and strength, Tullamore D.E.W. was the first and remains one of the few Irish whiskeys to pioneer this blend of three, which results in a smoother Irish whiskey with an added complexity.

Following Tullamore D.E.W.'s award winning 2013 short film, "The Parting Glass," the "Beauty of Blend" campaign launches with a new film entitled "Danny Boy." The new content was created by New York agency Opperman Weiss and directed by Laurence Dunmore who also collaborated on "The Parting Glass." "Danny Boy" implicitly celebrates cultural diversity in a way that is aspirational, authentically Irish and distinctly sociable.

"Tullamore D.E.W. is built on blend. It runs through every bottle of our original triple blend Irish whiskey. There are numerous examples in the worlds of food, music and beyond where something beautiful has been created because of the blending of different cultures or ideas, and we think that is worth celebrating," said Tullamore D.E.W. Global Brand Director Caspar MacRae. "'Beauty of Blend' celebrates our belief in the spirit of blend from the original triple blend in our Irish whiskey to the blending of cultures, rooted in our historic association with Irish emigrants around the world."

"As the world's second largest Irish whiskey brand, Tullamore D.E.W. is proud of its heritage and blend of flavors, and wants to encourage our fans to explore their own unique blend and heritage," added John Quinn, Global Ambassador for Tullamore D.E.W. "Put simply, the campaign celebrates the unique spirit of the blend in our whiskey and in our world."'

The 45 second television spot will air for 12 weeks over fall/winter in key markets including Austin, Boston, Chicago, Dallas-Ft Worth, Denver, Green Bay-Appleton, Madison, Milwaukee, Orlando-Daytona Beach, Tampa-St. Pete-Sarasota, Philadelphia, San Diego and Seattle. Late night television will be the focus including The Tonight Show with Jimmy Fallon, Jimmy Kimmel Live, The Late Show with Stephen Colbert, The Late Late Show with James Corden, Late Night with Seth Myers and Saturday Night Live.

To celebrate the launch of "Beauty of Blend" and the fact that no-one is 100% from one place, Tullamore D.E.W. Irish Whiskey is partnering with MyHeritage DNA, the leading global destination for family history and DNA testing, to gift DNA kits to those interested in discovering their own unique blend of ethnicities and countries. The very special kits will be given away through a gifting program and the Tullamore D.E.W. social channels in the coming months.

Additionally, through the digital #IAMBLEND campaign, Tullamore D.E.W. will encourage people from around the world to share their personal blend stories through social media and via www.iamblend.com.

For more information about Tullamore D.E.W. Irish Whiskey and the "Beauty of Blend" campaign please visit www.tullamoredew.com or Tullamore D.E.W.'s social channels (Facebook: TullamoreDEW; Twitter, Instagram: @TullamoreDEWUS).

Tullamore Dew Irish Whiskey, 40% Alc./vol. (80 Proof) 2017
Imported by William Grant & Sons Inc., New York, N.Y. Glasses up to Responsible Drinking.

About Tullamore D.E.W.
Tullamore D.E.W. is the second largest Irish whiskey in the world in the fastest growing category. With an intriguing smooth yet complex character, Tullamore D.E.W. is triple distilled, but is also a unique blend of all three types of Irish whiskeys; the pot still, malt and grain whiskeys. As a result, Tullamore D.E.W. is three times smoother with an added gentle complexity. Tullamore D.E.W. was the first and remains one of the few international Irish whiskeys to pioneer this blend of three.

Created in 1829, the brand's strong heritage started in Tullamore, a town in the heart of Ireland, and was fostered by the vision of an early founder Daniel E. Williams, whose initials live on the bottle to this day. In 2014, Tullamore D.E.W. was brought back to its roots with the opening of a new distillery in the town of Tullamore, which returned whiskey production to the town 60 years after the original distillery closed its doors.

About William Grant & Sons
William Grant & Sons Holdings Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is run by the fifth generation of his family and distils some of the world's leading brands of Scotch whisky, including the world's most awarded single malt Glenfiddich , The Balvenie range of handcrafted single malts and the world's third largest blended Scotch, Grant's , as well as other iconic spirits brands such as Hendrick's Gin, Sailor Jerry Spiced Rum,Tullamore D.E.W. Irish Whiskey, Monkey Shoulder Blended Malt Scotch Whisky and Drambuie Scotch Liqueur.

William Grant & Sons has been honored as "Distiller of the Year" by the prestigious International Wine & Spirit Competition and International Spirits Challenge 11 times over the past 16 years, including the most recent award in 2016.

Founded in 1964, William Grant & Sons USA is a wholly-owned subsidiary of William Grant & Sons, Ltd. and features one of the fastest growing spirits portfolios in the USA with brands including Glenfiddich, The Balvenie, Hendrick's Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whiskey, Drambuie, Milagro Tequila, Grant's, Hudson Whiskey, Gibson's Finest, Monkey Shoulder, Clan MacGregor, Reyka Vodka, Solerno Blood Orange Liqueur, Montelobos Mezcal, Ancho Reyes, Flor de Caa Rum, The Knot and Raynal French Brandy. For more information on the company and its brands, please visit www.grantusa.com.

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