Tullamore D.E.W. – the original tripledistilled, triple blend Irish whiskey – is getting ready for a unique activation at this year’s National Ploughing Championships, which take place in Screggan, Co. Offaly; September 20th – 22nd.

With the Championships taking up residence just down the road from Tullamore D.E.W’s €35 million state of the art distillery which opened in 2014, the leading Irish whiskey will celebrate the unique occasion by hosting a pop up snugat the show, featuring bespoke tasting sessions of the Tullamore D.E.W. range and storytelling, hosted by Tullamore D.E.W. Global Brand Ambassador, John Quinn. Stories of True Character will be shared throughout the three days whilst attendees enjoy tasters of Tullamore D.E.W.’s finest.

The snug will showcase Tullamore D.E.W.’s expertise in, and passion for, whiskey by sampling some of the brand’s finest blends on-site.Of late, the whiskey has been impressively lauded,winning several awards at the 2015 Irish Whiskey Awards.Tullamore D.E.W. 12 Year Old Single Malt Whiskey won the award for best Irish Blended Whiskey (RRP less than €60), with Tullamore D.E.W. Phoenix receiving the top accolade for Irish Cask Strength Whiskey. Tullamore D.E.W. also received a gold medal for its 10 Year Old Single Malt. Furthermore, at the International Spirits Challenge Awards 2016, Tullamore D.E.W. 14 Year Old Single Malt won a gold medal with Tullamore D.E.W.’s owner, William Grant & Sons Ltd. also winning Distiller of the Year.

The Tullamore D.E.W. pop up snug will feature for the duration of the Ploughing Championships, with whiskey tastings taking place on the hour, on a first-come, first-served basis. Attendees must be over 18 and ID will be required.

Host John Quinnis the Global Brand Ambassador for Tullamore D.E.W., responsible for spreading the word and improving product knowledge about Tullamore D.E.W. around the world. John works alongside a team of local Tullamore D.E.W. brand ambassadors in key markets such as America, UK, France, Czech Republic, Bulgaria, Scandinavia and Ireland. Although he is the first Global Brand Ambassador for Tullamore D.E.W., he isn’t new to Irish whiskey, and is currently in his 35th year of service with the brand.

John spends some of his time in the Tullamore D.E.W. Old Bonded Warehouse, where visitors can embark on some of the tours that are available, year-round. Here, Tullamore D.E.W. invites the world to come to Tullamore, and discover how this unique whiskey got its character. Guests can take one of three tours and savour almost two centuries of the distillery’s history, discovering the secret that gives Tullamore D.E.W. its unique complexity. A new range of tours have recently been launched with something for everyone,from those who are curious about whiskey to the true whiskey explorers. The tours offer an authentic insight into what it is that makes Tullamore D.E.W. a whiskey of True Character.

The Curious Tasters Journey

Any whiskey enthusiasts wanting to experience more of the Tullamore D.E.W.world can visit Tullamore D.E.W.’s Old Bonded Warehouse and get up close and personal with the history, and of course the whiskey, on this journey for the curious tasters. Guests will be personally welcomed and guided by one of Tullamore D.E.W.’s whiskey experts from beginning to end. Starting with the birth of a blend and finishing with a triple tasting.

The Whiskey Wise Masterclass

This masterclass lets guests explore the depth of character in six of Tullamore D.E.W.’s finest whiskeys as visitors enjoy a tutored tasting. The tour also delves into the character of Daniel E. Williams and the whiskey making process he perfected, as visitors are guided by whiskey experts. The tour concludes with exclusive access to the Williams’ Whiskey Gallery, where guests can take a well-earned rest and put their new-found knowledge to good use.

The Ultimate Distillery Experience

This five-hour tour allows visitors become the ultimate guests at the Tullamore Distillery and take in the splendour of Distillery House. The Tullamore D.E.W. Distillery Ambassador will lead the tour through the production process from Still House to Warehouse. Guests then enter the Blending Room for the once-in-a-lifetime chance to create their own unique blend of whiskey. Visitors will soon feel part of the Tullamore D.E.W. family as they exchange stories by the fire with a rare glass of an exclusive blend.

Facts

  • 1700 Exhibitors
  • 291,500 Visitors
  • Over 300 Competitors
  • Almost 2 million feet of Trade Space
  • Economic Impact of over €35 million