Tullamore Dew launches 12YO Special Reserve

First Drinks Brands has launched Tullamore Dew 12 Year Old Special Reserve – the whiskey’s best-selling variant worldwide – in the UK.

Special Reserve is a blend of three triple-distilled Irish whiskeys aged from 12-15 years in ex-bourbon and oloroso sherry casks. It will be available in specialist off-trade retailers and the on-trade, rrp £29.45 for a 70cl bottle.

Senior brand manager Tom Wade said: “With Tullamore Dew, we really want to spread the unique Irish spirit of the brand. 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-trade, 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.”

First Drinks Brands recently announced a multi-million dollar global investment in Tullamore Dew, including a new look for the brand and an integrated communications campaign with the strapline Irish True. 

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