Jane Maher from Kilkenny has been recruited by Tullamore D.E.W. along with four other new Local Brand Ambassadors to promote the whiskey in the US market.
The new recruits will be relocated to cities across the US prior to an intensive St Patrick’s Day marketing campaign by Tullamore D.E.W. The five new recruits will be spreading the message of ‘Irish True’, the successful campaign which has been cementing Tullamore D.E.W’s position as the world’s second largest selling Irish whiskey with sales growth of 15% per annum in recent years.
Jane was recruited through IBEC’s Export Orientation Programme (EOP), Ireland’s longest-running and most successful graduate placement programme providing graduates of all disciplines with a valuable introduction to international business. Following a comprehensive training programme, Jane and the other recruits will embark on a series of marketing assignments for Tullamore D.E.W. in San Francisco, Dallas, New York, Philadelphia and Chicago. The team will focus on building brand awareness for Tullamore D.E.W. among trade partners, promoting the whiskey and communicating its distinctive heritage and blend to bar managers.
The Local Brand Ambassadors will promote the first ever ‘Irish Kings of Comedy Tour’ taking place in Chicago, Kansas City, San Francisco and Boston, a campaign designed by Tullamore D.E.W. for St. Patrick’s Day and starring Irish comedian Ardal O’Hanlon. The new recruits will interact with consumers, bar trade, media and influencers during VIP Toast and Taste events prior to each show. The team will run further Toast and Taste whiskey tasting events with Tim Herlihy, U.S. National Brand Ambassador for Tullamore D.E.W., as part of an ongoing initiative to educate consumers in the market about the legacy and blend of the whiskey.