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New Global Brand Director For Tullamore DEW

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New Global Brand Director For Tullamore DEW

New Global Brand Director For Tullamore DEW
January 16
14:41 2014

William Grant & Sons has appointed Caspar MacRae as the new global brand director for Tullamore D.E.W. Irish Whiskey. Tullamore D.E.W. is the second largest Irish whiskey brand in the world, selling more than 850,000 cases annually worldwide.

The brand has achieved significant growth worldwide in recent years with growth of over 20% per annum in the US market alone. Prior to his recent appointment Caspar MacRae was vice-president of marketing for the William Grant & Sons US business. He will be responsible for driving the ongoing growth of Tullamore D.E.W. across its key growth markets including the US, UK and mainland Europe.

Caspar MacRae.

The appointment is the latest significant development for the brand. In 2012 it opened the new Tullamore D.E.W. Visitor Centre and 2014 will see the opening of the state-of-the-art €35 million distillery in Tullamore, bringing whiskey production back to the Irish town for the first time in 60 years. It recently rolled out a significant global marketing campaign which includes a short film produced by Ridley Scott’s RSA Films andNew Yorkagency Opperman Weiss.

Caspar MacRae says: “Tullamore D.E.W. is now perfectly positioned to continue to grow its market share in key international markets, and also to begin pioneering an exciting new path for the brand into emerging whiskey markets across the globe.”

Caspar MacRae is a Geography graduate from the University of Edinburgh. He began his marketing career with The Edrington Drinks Group where he was responsible for the development of national and regional US branding and commercial planning for their portfolio of premium spirits. Caspar MacRae first joined William Grant & Sons in 2008 as category marketing director for its US business. He then progressed to head of innovation before becoming vice-president of marketing in the US.

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