Toast to Tullamore
One of the fastest growing whiskey brands in the world, Tullamore D.E.W. marked an incredible milestone in their long history by returning home to Tullamore, Ireland, and opening the nation's first new whiskey distillery in 100 years.
While the brand was booming, American drinkers weren't as thrilled as their brethren across the pond.
In proper Irish tradition, we raised a #PartingGlass to the past and invited drinkers to join us for a toast to win a trip to the distillery. Glasses up!
The campaign kicked off one of the most buzzed about whiskey ads of the year, created by our partner agency, Opperman Weiss.
Leveraging the success of the ad, we created a microsite for drinkers to share their own #PartingGlass moment with us, see others' toasts, and watch the spot.
Bartenders are an Irish whiskey's best advocate. To inspire their inner toasting bard and raise awareness of Tullamore D.E.W.'s new chapter, we created a toast and serves book, featuring the brand's signature cocktails.
Supportive POS pieces encouraged drinkers to write and share their own #Parting Glass toast.
The campaign culminated with a grand opening celebration in NYC and smaller celebrations across the US, which coincided with the official opening of Tullamore D.E.W.'s state-of-the-art distillery. Hundreds of guests lined up to join us as we raised a parting glass, before journeying into the hereafter with a new song, and whiskey, in their hearts.