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Tullamore D.E.W. Opens $50 Million Distillery As Strong Growth Continues

September 18, 2014

William Grant & Sons has cut the ribbon on its new $50 million Tullamore D.E.W. distillery, and tells SND the brand has sustained its strong upward growth curve in the U.S. market thus far in 2014. The new Irish whiskey distillery, located in Tullamore in central Ireland—where the label’s original distillery closed 60 years ago—has an annual capacity of 1.5 million cases. It includes four copper stills designed to resemble those of the old distillery, six brew house fermenters each with a 34,000 liter capacity and warehouse storage for 100,000 casks.

The new investment will secure Tullamore D.E.W.’s whiskey needs for the long-term, says senior brand manager Cindy Wang, who added that the brand continues to show double-digit growth in the U.S. market, where William Grant is targeting the on-premise and benefiting from an influx of younger consumers to the Irish whiskey category. Among all whiskies, Irish boasts the youngest percentage of 21-34-year-olds in its audience, Wang says, with Bourbon next.

According to Impact Databank, Tullamore D.E.W. has averaged about 21% growth in the U.S. the past two years, hitting 114,000 cases to earn “Hot Prospect” honors for its 2013 performance. Globally, the brand was up 13% to 860,000 cases last year.

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