New global brand director appointed to Tullamore Dew

Wednesday 15 January 2014 18.51
Tullamore Dew claims to be the second most popular Irish whiskey brand in the world
Tullamore Dew claims to be the second most popular Irish whiskey brand in the world

Caspar MacRae has been appointed as the new global brand director for whiskey brand Tullamore Dew.

William Grant & Sons, the Scottish company which owns the Irish distillery, said Mr MacRae would be responsible for driving the brand’s growth in key markets, including the United States and mainland Europe.

He had previously served as vice president of marketing for the company’s US business.

The US market has become increasingly important for Irish whiskey brands, with Tullamore Dew recording annual sales growth of 20% in recent years.

There has also been heavy investment in the company’s Co Offaly operations, with a visitors centre opening in 2012 and a €35 million distillery due to open in the coming months.

In addition to Tullamore Dew, William Grant & Sons is also behind Glenfiddich and Grant’s Scottish whisky, along with a number of other spirit brands.