Tullamore D.E.W. Irish Whiskey Looks to Give Every Man His D.E.W. and a Brew, Reignite the Age-old Irish Tradition of a Pint and a Drop at Bars Everywhere
Storied Irish Distiller Embarks on Nationwide Search to Uncover the Best American Beers to Pair with its Triple-Distilled Irish Whiskey
NEW YORK, NY (December 19, 2016) – Today, Tullamore D.E.W. Irish whiskey announces the kick-off of the nationwide D.E.W. and a Brew Tour, a multi-city adventure sponsored by Time Out North America that will seek to introduce consumers to the classic combination of sipping an Irish whiskey alongside a beer. To educate drinkers on how different beers complement the malty and sweet flavors of Tullamore D.E.W. – the second largest Irish whiskey producer in the world – has teamed up with Time Out, the trusted global brand for inspiring and enabling people to make the most of their city, and a dynamic group of independent breweries across the country for the D.E.W. and a Brew tour.
Led by Tullamore D.E.W. Brand Ambassador Jane Maher, the tour will include consumer D.E.W. and a Brew events sponsored by Time Out, special brewery collaborations, bartender education and Tullamore D.E.W. promotions with local beer partners at participating bars and retailers across the country. The D.E.W. and a Brew tour will kick off in Los Angeles with Santa Monica Brew Works and finish in Chicago on St. Patrick’s Day with a celebration co-hosted with BuckleDown Brewing. Additionally, on St. Patrick’s Day, select breweries from the tour will debut special beer releases specifically crafted to be enjoyed with various expressions of Tullamore D.E.W.
Whiskey and beer have been made side by side in Ireland since the first monks started to distill their ‘table beer’ to make whiskey. In Tullamore, the Daly family, who first employed early visionary Daniel E. Williams – the D.E.W. in Tullamore D.E.W. – brewed local beers alongside their whiskey. Over time, it was learned that the two ‘malt cousins’ were not only convenient to make together, but made for a fine partnership when sipped side by side. The practice soon became common in bars across Ireland and would later be known in the U.S. as a “boilermaker,” as pub-goers discovered that the sweetness of the whiskey complemented the bitterness of a pint of ale.
Specifically, Tullamore D.E.W.’s signature blend of all three types of triple-distilled whiskey – malt, grain and pot still – sets Tullamore D.E.W. apart as a complex and uniquely smooth Irish whiskey to accompany many varieties of beer. “As an Irish woman with a background in both the beer and whiskey industries, I have long enjoyed the tradition of a pint and a drop. All of our brewery partners have such colorful backstories and I look forward to showcasing how Tullamore D.E.W. unlocks different flavors in a wide range of America’s most delicious craft brews,” says Jane Maher, Tullamore D.E.W. Brand Ambassador.
For live coverage of the tour and to find out whether Tullamore D.E.W. will be stopping in their city, consumers can visit www.dewandabrewtour.com. Using social media, consumers will also be able to follow Jane (Twitter, Instagram: @Tullamore_J) on the road as she finds the best Tullamore D.E.W. beer pairings in America and meets the unique faces behind the brews. Fans can also stay tuned for special announcements and giveaways via Tullamore D.E.W.’s social media channels (Facebook: TullamoreDEW; Twitter: @Tullamore DEW; Instagram: @TullamoreDEWUS). Using #dewandabrewtour and #sweepstakes, fans can enter a sweepstakes for a chance to win a trip to Ireland to celebrate the distillery’s third anniversary.
“The D.E.W. & a Brew tour will offer an immersive and engaging consumer experience that capitalizes on the side-by-side history of beer and whiskey as a classic pairing,” says Paige Parness, Senior Brand Manager for Tullamore D.E.W. Irish Whiskey. “We hope to introduce both beer and whiskey lovers to a new & interactive tasting experience that moves beyond the ‘shot & a beer’ serve to a more comprehensive savoring of the two beverages.”
Participating brewery partners for the tour include:
· Asbury Park Brewery (Asbury Park, NJ)
· Berkshire Brewing Co. (South Deerfield, MA)
· Brenner Brewing Co. (Milwaukee, WI)
· Bronx Brewery (New York, NY)
· BuckleDown Brewing (Lyons, IL)
· Cascade Brewing (Portland, OR)
· Drop-In Brewing Co. (Middlebury, VT)
· Friends & Allies Brewing (Austin, TX)
· The Great Dane Pub & Brewing Co. (Madison, WI)
· Land-Grant Brewing Co. (Columbus, OH)
· Magnolia Brewery (San Francisco, CA)
· Music Light Brewery (Nashville, TN)
· NOLA Brewing Co. (New Orleans, LA)
· Odell Brewing Co. (Fort Collins, CO)
· Outer Light Brewing Co. (Groton, CT)
· Rainier Beer (Seattle, WA)
· Santa Monica Brew Works (Santa Monica, CA)
· Tenaya Creek Brewery (Las Vegas, NV)
· Uncle Bear’s Brewery (Phoenix, AZ)
· Upland Brewing Co. (Bloomington, IN)
For more details about Tullamore D.E.W. Irish Whiskey, please visit www.tullamoredew.com.
About Tullamore D.E.W.
Tullamore D.E.W. is the second largest Irish whiskey in the world in the fastest growing category. With an intriguing smooth yet complex character, Tullamore D.E.W. is triple distilled, but is also a unique blend of all three types of Irish whiskeys; the pot still, malt and grain whiskeys. As a result, Tullamore D.E.W. is three times smoother with an added gentle complexity. Tullamore D.E.W. was the first and remains one of the few international Irish whiskeys to pioneer this blend of three.
Created in 1829, the brand’s strong heritage started in Tullamore, a town in the heart of Ireland, and was fostered by the vision of an early founder Daniel E. Williams, whose initials live on the bottle to this day. In 2014, Tullamore D.E.W. was brought back to its roots with the opening of a new distillery in the town of Tullamore, which returned whiskey production to the town 60 years after the original distillery closed its doors.
About William Grant & Sons
William Grant & Sons Holdings Ltd is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry® Spiced Rum, Tullamore D.E.W.® Irish Whiskey, Monkey Shoulder® Blended Malt Scotch Whisky and Drambuie® Scotch Liqueur.
William Grant & Sons has been honored as “Distiller of the Year” by the prestigious International Wine & Spirit Competition and International Spirits Challenge 11 times over the past 16 years.
Founded in 1964, William Grant & Sons USA is a wholly-owned subsidiary of William Grant & Sons, Ltd. and features one of the fastest growing spirits portfolios in the USA with brands including Glenfiddich, The Balvenie, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whiskey, Drambuie, Milagro Tequila, Grant’s, Hudson Whiskey, Gibson’s Finest, Monkey Shoulder, Clan MacGregor, Reyka Vodka, Solerno Blood Orange Liqueur, Montelobos Mezcal, Ancho Reyes, Flor de Caña Rum, Art In The Age, The Knot and Raynal French Brandy. For more information on the company and its brands, please visit www.grantusa.com.