Tullamore D.E.W. Whiskey Toasts to Hometown Pride in Fresh Campaign

Tullamore D.E.W., the world-famous whiskey, pays tribute to its roots with a campaign celebrating the town of Tullamore in County Offaly, Ireland, and the one-of-a-kind community spirit that sets it apart. The campaign, launching globally this month, is a love letter to Tullamore and its townsfolk, filmed on location and starring local residents. The hero TVC ad features many well-known people from Tullamore including the town barber Andy and distillery worker Shane. US fans might recognise Shane from his appearance on billboards around the country. It also includes homegrown local talent Sam Keeley – fresh from winning the award for Best Actor in a Lead Role (Drama) at the Irish Film and Television Awards - and it is directed by Emmy-winning director Jake Scott of RSA Films.

D.E.W. is a whiskey inspired by the people and the community of Tullamore, a place where a close-knit, down-to-earth community works together to create the world-famous Irish export. It’s the result of a gutsy family with incredible vision, supported by a whole town of folks, who all came together in their commitment to advance their shared passion for whiskey. The personal connections made in the town helped define Tullamore D.E.W.’s success and continue to be vital in creating a whiskey known the world over.

Tullamore's community has a reputation for being welcoming and it’s well-deserved (humble brag - it's been named one of Ireland's friendliest places). The people there are all about real connections and care more about the friends in their lives than the likes on their phones. They remember people’s names and say hello to strangers on the street. They're honest, grounded, and always up for a laugh. They’re also hardworking and genuine – generally good people to be around. So, it's no surprise that they've managed to make something truly special - an Irish Whiskey that's loved all over the world.

It's also no accident that Tullamore D.E.W. ranks as the world's second-largest Irish whiskey - the brand's community-driven spirit makes an impression with like-minded people everywhere. It all traces back to founder Daniel E. Williams, the stable boy who rose through the ranks to eventually run the distillery. Daniel loved his town and always strove to make Tullamore the best place it could be. He is credited with bringing electricity, the telephone, and the motor vehicle to the town. 

Not simply a whiskey legend, Daniel was an avid dog lover and marketing trailblazer. He passed these traditions on to his grandson Desmond, who made the decision to steer clear of the traditional coat-of-arms style symbols commonly used by whiskey brands and instead opted for something that genuinely reflected Tullamore and its people. 

Enter the loyal Irish Wolfhound, which has been immortalised in Tullamore D.E.W.’s new logo and featuring prominently in the upcoming marketing campaign. The new TVC and VOD campaign even stars an Irish Wolfhound, with townspeople rallying together to find a lost pooch named Isobel. This heart-warming tale shows the tight bonds and shared values Tullamore D.E.W. embodies.  

Speaking on the new campaign, Nora Torpey, associate global brand director for Tullamore D.E.W., said, "Being the world's second-largest whiskey brand, we're proud of our journey, but even more proud of our roots. Tullamore is more than a name; it's our home. We wanted to share a little of what makes Tullamore Town so special with the world, so we're very excited to launch the campaign this month in countries across the globe”

She continued, “We began crafting whiskey in Tullamore back in 1829, long before the era of push notifications and photo filters. We wanted our new campaign to highlight the enduring values that continue to drive our success. We hope it serves as a reminder of what matters in life – genuine friendships, authentic conversations, and being in the moment. Cheers to that!”

Director Jake Scott added, “We set out to capture the authentic roots of Tullamore D.E.W. and its long-standing place as this Irish town’s most famous export. The film features a cast composed almost entirely of locals from the area, including our star Irish Wolfhound. Fans of the series Kin will notice rising star, Sam Keeley, who we’re proud to say was born and raised in Tullamore, just like our whiskey. We hope it conveys that nothing beats savouring the moments - with a great whiskey of course - and connecting with friends and family in person.” 

Tullamore D.E.W.'s global campaign kicks off this month across TV, OOH, and digital in various markets, including the USA, Germany, and the Czech Republic.