TULLAMORE DEW RISING

TULLAMORE DEW has joined an elite club as volume sales in 2O16 climbed 7.2% to propel the Irish whiskey brand over the key threshold, with 1.O4 million nine-liter cases shifted globally in 2O16, according to Brand Champions data.  A focus on the on-premise with the “Dew and a Brew” activation has also seen the brand gain significant traction and drove trial amongst beer consumers.  The US was a key sales driver, with the Czech Republic and Germany also continuing strong growth.  Emerging markets such as Russia, Poland and South Africa also show promise.  William Grant & Sons officially opened the Tullamore Distillery in 2O14.  The first whiskey from the new distillery will come of age later this year although most will be matured for longer.  The goal is to ultimately produce from grain to glass at the Distillery.  Tullamore Dew is among a number of brands hitting the one million case mark for the first time in 2O16, including Heaven Hill’s vodka brand Deep Eddy.