Could Tullamore Dew be distilled again in Offaly?

There is growing speculation that distillers William Grant and Sons Ltd may consider Tullamore as a location for a distillery for the iconic Tullamore Dew brand. Tullamore Dew is currently distilled in Cork, but a statement from the company this week said they are "considering a number of options for the ongoing production of Tullamore Dew in Ireland". A separate spokesperson for the company told the Offaly Independent a number of weeks ago that the company is looking at a number of different opportunities to grow and develop the Irish business, but wasn't in a position to comment further at this time. However, the Offaly Independent understands the possibility of a new Tullamore Dew distillery in Tullamore has been discussed. Just last June William Grant and Sons announced it had agreed to assume control of the Tullamore Dew Heritage Centre, with plans to turn the centre into "a modern, top-class brand experience" that will attract up to 40,000 tourists annually. Michael Byrne of the Offaly Historical and Archaeological Society recently told the Offaly Independent that a direct link with Tullamore and the product Tullamore Dew was "essential" and that the group would "love to see the distillery back in Tullamore". Meanwhile, William Grant and Sons Ltd have this week announced a multi-million dollar investment in Tullamore Dew that will see new packaging introduced next year and a worldwide TV and print campaign kicked off immediately. The new look Tullamore Dew ad campaign will be brought together under a banner of "Irish True" featuring images and characters the company says evokes "the true spirit of the Irish: intriguing yet approachable, sociable but serious, both humorous and poignant; in a tone of voice that is both poetic and rebellious". The campaign begins this month, with new packaging expected from next July. Tullamore Dew is one of the fastest growing Irish whiskey brands, and has almost doubled its sales since 2005 prompted by rapid growth in the USA and emerging markets such as the Czech Republic and Germany. William Grant and Sons' amibition is for this latest investment to accelerate further the global growth of the whiskey brand. The Scottish company, which also distils leading Scotch whisky brands Glenfiddich and Balvenie, bought Tullamore from the Irish C&C Group in 2010. According to Tullamore Dew's Global Brand Director Shane Hoyne the company wanted to change the perception of what is Irish with the new campaign. "With Tullamore Dew, we want to establish a different definition of 'Irishness' - as something that people can relate to the world over and something that is rooted in the incredible spirit of the people," he said.