William Grant & Sons (WG&S) is to offer an exclusive 12yo single malt limited-edition expression of Tullamore Dew in conjunction with Heinemann Duty Free. A small batch of non-chill-filtered, smooth single malt Irish whiskey in specially selected sherry casks will be available across all Heinemann-owned travel-retail shops.
WG&S Europe regional director André de Almeida said: “Tullamore Dew continues to move from strength to strength and this travel-retail exclusive for Heinemann Duty Free is indicative of the commitment the brand has to the category. Hot on the heels of launching the new look bottle and advertising campaign and on the back of a €35m [$45m] investment into a new distillery in Tullamore, the brand continues to demonstrate the reason why it’s the world’s number two Irish whiskey brand.
“We’re delighted to be working with Heinemann on this project. They prove time and time again to be excellent partners and great brand builders within the channel—always keen to offer differentiated products that are not available on the high street which will appeal to travellers looking for a special purchase and/or gift. The combination of highly trained, consumer-focussed staff and the attraction of outstanding visual display and a commitment to consumer interaction makes us very confident that Heinemann is the perfect partner in this case,” he continued.
Heinemann head of purchasing liquor, tobacco and confectionery Rüdiger Stelkens added: “We are delighted to be working with William Grant & Sons to retail this exclusive expression of Tullamore Dew. Irish whiskey is a growing category within travel-retail and, as always, we strive to offer customers something unique and special. Tullamore Dew 12yo single malt sherry cask will prove to be an exciting brand initiative both for Heinemann and WG&S.”