Distillers William Grant & Sons Ltd has announced a multi-million dollar global investment in Irish whiskey brand Tullamore Dew with new look packaging and the launch of a global integrated communications campaign, under the banner of ‘Irish True’.

The campaign breaks on TV and print this month, with the new packaging being in store from next July.

Tullamore Dew’s campaign is described as ‘evoking the true spirit of the Irish: intriguing yet approachable, sociable but serious, both humorous and poignant; in a tone of voice that is both poetic and rebellious.’

It was created by McCann Erickson, alongside creative Jeff Weiss and filmmaker Jake Scott.

Shane Hoyne, Tullamore Dew’s global brand director, said: “With Tullamore Dew, we want to establish a different definition of ‘Irishness’ – as something that people can relate to the world over and something that is rooted in the incredible spirit of the people.

“We have significant plans for the future of this fantastic brand.  Irish whiskey is an exceptionally dynamic category and we believe that with this new investment and integrated campaign we can establish Tullamore Dew as a truly global player.”