FDBusiness.com

Premium spirits business and independent Scottish family distiller, William Grant & Sons, has established its new global marketing office in Dublin. Employing 17 people, this office will manage the entire global marketing operations for William Grant & Sons’ non-Scotch brands including Sailor Jerry, Hendrick’s Gin and the newly acquired Tullamore Dew Irish whiskey, and will work alongside the company’s existing global marketing office in Richmond, London. The Dublin office will also lead the group’s global planning and innovation function.

William Grant & Sons’ global marketing office in the UK will continue to manage the company’s Scotch whisky brands Glenfiddich, The Balvenie and Grant’s. Both offices will be overseen by group marketing director Maurice Doyle.

Following the Eur300m acquisition in July of C&C’s portfolio of Irish spirits and liqueur brands, this move greatly strengthens William Grant & Sons’ presence in Ireland. A key focus of the marketing activities will centre on the development of the Tullamore Dew brand, which as the group’s sixth core brand is poised for significant growth. William Grant & Sons is currently commissioning an international TV, print and outdoor advertising campaign for Tullamore Dew which will be managed from Dublin.

Stella David, chief executive of William Grant & Sons.

“Our recent acquisition of Irish brands focusing on Tullamore Dew is now well embedded within the group and we look forward to strong growth over the next 12-18 months,” says Stella David, chief executive of William Grant & Sons.

Tullamore Dew is world’s second largest Irish whiskey brand, selling over 600,000 cases worldwide. Hendrick’s is the world’s fastest growing super premium gin with key markets in the US, UK and Spain, while Sailor Jerry Spiced Rum is part of a fast growing brand franchise inspired by tattoo artist Norman ‘Sailor Jerry’ Collins.