William Grant & Sons is launching a new limited edition, travel retail exclusive expression from Tullamore D.E.W., its world-famous Irish whiskey brand.

 

Combining the ‘very best’ of Irish single malt whiskey with ‘the finest’ Bordeaux Red Wine casks, Tullamore D.E.W. Rouge made its global travel retail debut at The Loop, Dublin Airport on 1 October.

 

“The 13 year-old Irish Single malt whiskey is finished in French Bordeaux Red Wine casks and is the perfect drop for whiskey explorers and red wine connoisseurs alike,” said the whiskey brand.

 

“Tullamore D.E.W. Rouge is a union of Ireland’s whiskey-making excellence and France’s unrivalled wine traditions, which has resulted in the creation of a smooth and approachable Irish Whiskey with the fruity aromas and full body of a Bordeaux Red Wine.”

 

GLOBAL TRAVEL RETAIL ROLLOUT PLANNED FOR 2022

Tullamore D.E.W. Rouge (RRP €58) will be sold exclusively as part of The Irish Whiskey Collection at The Loop, Dublin airport for six months, with the wider Global Travel Retail roll-out planned for April 2022.

Travellers can pre-order a bottle via The Loop Click & Collect service at theloop.ie and can also trial the liquid at the Tullamore D.E.W. Rouge pop-up activation in Terminal 1 during the month of October.

 

David Wilson, Managing Director for GTR at William Grant & Sons, said: “The launch of Tullamore D.E.W. Rouge is a very exciting development for the brand and underlines our commitment to releasing unique and interesting exclusives into the travel retail space”

 

“We are delighted to launch this liquid exclusively with Dublin airport in the brand’s home country and we look forward to the wider availability of Tullamore D.E.W. Rouge in Global Travel Retail next year.”

 

COMBINATION OF ‘UNPARALLELED FLAVOURS’

Speaking about the new release, John Quinn, Tullamore D.E.W. Global Brand Ambassador said: “After maturing the single malt whiskey in Bourbon and Sherry casks for 13 years, it is carefully finished in ex-Pomerol casks, a renowned red wine from the Bordeaux region of France.

 

“It gives incredible fruity aromas and full body – with deep and luscious notes of ripe grape and soft tannin spice.

 

“This is a very special liquid and one that we are incredibly proud to release. We are big admirers of France’s unrivalled distinction in wine production as we ourselves aspire to the same excellence in whiskey production.

 

“We are delighted to combine these unparalleled flavours and celebrate this fusion of craft from two countries to bring both whiskey and wine lovers a rich tasting experience.”

 

DISTILLING SINCE 1829

Speaking on the collaboration, Tracey Jordan, Alcohol & Tobacco Buyer ARI Ireland said: “We are delighted to secure exclusivity for Tullamore D.E.W Rouge and add it to our ever-expanding multi award winning ‘Irish Whiskey Collection’ at The Loop, Dublin Airport.

 

“We look forward to welcoming our customers to taste this splendid whiskey and we are delighted to give them the opportunity to purchase this special release within Travel Retail.”

 

Tullamore D.E.W. opened its original distillery in 1829 and claims to be world’s second largest selling Irish whiskey brand with global sales of 1.2m cases.

 

“Premiumisation is set to lead Irish whiskey market growth over the next five years,” adds the brand. “Tullamore D.E.W. Rouge plays in the ultra-premium space, which is valued at US$141 million globally and US$13 million in Global Travel Retail.”