Tullamore Dew engages consumers with 'Irish True'

NEW YORK: Tullamore Dew Irish Whiskey, a William Grant & Sons brand, has kicked off its first consumer-facing global communications campaign.

Although the brand's efforts since it was acquired from Skyy Spirits 18 months ago have been solely trade-focused, the company is changing that strategy with the “Irish True” campaign, said Laura Gwilliam, senior brand manager at William Grant & Sons.

“From this point onward, we're going to be focusing on the consumer,” she said.

The brand launched the integrated ...