William Grant & Sons has completed a ‘significant investment’ in Tullamore Dew in Ireland, finishing a €25m (£22m) grain distillery and state-of-the-art new bottling hall. The company says the work makes it one of the world’s few ‘grain to glass’ whiskey operations.
William Grant & Sons purchased the brand in 2010, and has since invested €60m, creating 80 local jobs. In 2014 it brought the brand back to the town of Tullamore after 60 years absence, by building the first new distillery on a greenfield site in Ireland in over 100 years. Global sales have increased from 840,000 cases to over 1.1 million over the past three years.
The distillery was opened in 2014 as stage one of a three-stage project, now at its end.
‘The completion of the site has brought the total production of this legendary whiskey back to one important location – the town of Tullamore,’ said Simon Hunt, CEO of William Grant & Sons. ‘We are the second largest Irish whiskey globally and the leading Irish whiskey in several important markets, but we believe there is much more to come for Tullamore Dew.
‘As an independent, family-owned business we really care about the legacy we are creating. When we see potential, as we do here, we go all out to build and invest with a long-term perspective. Our work here in Tullamore perfectly captures this; the scale of investment is a reflection of our belief in the potential of Tullamore Dew.
The company has also launched a new global marketing campaign, called ‘Beauty of Blend’. It intends to highlight how the brand is one of the only Irish whiskey brands to use a triple blend of all three types of whiskey, and ‘challenge preconceptions about how great whiskey is made’.