Tullamore Dew brings 12YO to UK

16th November, 2011 by Rupert Millar

Tullamore Dew is to release its 12 year-old Special Reserve in the UK for the first time.

The 12 year-old is the brand’s best selling whiskey worldwide and is designed to “provide a premium offering” to complement the original drink.

The special reserve is a blend of three different triple distilled Irish whiskies aged between 12 and 15 years. The maturation of the whiskies takes place in ex-bourbon, and oloroso Sherry casks.

Tom Wade, senior brand manager for Tullamore Dew at First Drinks, said: “We have exciting plans to grow the brand in the UK as there is a real opportunity for Tullamore Dew to become a serious player in the whiskey market.

“With the recent announcement of the new marketing investment and now with the 12 year old liquid entering the UK market, we hope to really establish the brand across both the on- and off-trades, particularly in the more premium sector and with the whiskey connoisseur.

“Premium brands are outperforming the spirits market across both channels and whiskey is a key beneficiary of this.

“With consumers increasingly looking at brands which offer real heritage, integrity and value, we are confident that Tullamore Dew will be well received by consumers.”

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