Tullamore Dew strikes unusual partnership with MyHeritage DNA as €25m further investment poured into Irish distillery
Tullamore D.E.W. has partnered with MyHeritage DNA to create a limited edition kit that allows customers to discover their own unique blend.
The unusual union between the world's second largest whiskey and the DNA group marks the launch of a unique marketing campaign.
The ‘Beauty of Blend’ platform, created by New York agency Opperman Weiss, centres around this partnership and two pieces of video content directed by award-winning filmmaker Laurence Dunmore.
‘Danny Boy’ celebrates cultural diversity while ‘No Irish Need Apply’ highlights the history of Irish immigration in the USA.
The films follow the firm's award-winning 2013 work, ‘The Parting Glass,’ also directed by Laurence Dunmore.
Tullamore D.E.W. has reported increasing global sales, growing from 860,000 cases to 1.1 million annually over the last 3 years.
The advertising from the group, which uses a triple blend of all three types of whiskey, intends to "challenge the preconceptions about how great whiskey is made".
It said that the campaign was developed to reflect the blend of ethnicities across the globe.
"We are built on blend. It runs through every bottle of our original triple blend Irish whiskey," said Tullamore D.E.W.’s Global Brand Director, Caspar MacRae.
"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. We think that’s worth celebrating."
Mr MacRae added that "major investments in the brand and in the distillery" puts the group "in a great position for further growth in 2018".
In September 2014, parent company William Grant & Sons opened the €35m Tullamore Distillery in Tullamore, Co. Offaly.
William Grant & Sons is set invest a further €25m into the opening of a new grain distillery and bottling plant in the coming weeks.
The DNA kits will be given away through a gifting program and the Tullamore D.E.W. social channels in the coming months.
Both films can be watched on the Tullamore D.E.W. YouTube channel.