Friday, July 18, 2014


In preparation for the opening of its new distillery this September, Tullamore D.E.W. Irish whiskey has launched the 'Parting Glass' campaign, a global online search for the best toasts to mark the beginning of life's new chapters.

Inspired by the award-winning short film ‘The Parting Glass', the campaign includes a global competition where people can share their own images or videos to toast a milestone in their lives and win a trip to Ireland. A series of short shareable toasts featuring the cast from the film have also been created to be customised and shared with friends via
The original ‘The Parting Glass’ short film follows four friends in Ireland as they raised a parting glass toast to their friend on his wedding day. The newest instalment sees the friends move on to the pub to celebrate the nuptials and raise a glass in the couple’s honour. From a new job to a milestone birthday, a series of endings were filmed to make the content shareable and relevant to Tullamore D.E.W.’s fans on social media.
For a chance to win a trip to Ireland, consumers are asked to share a video or image of their parting glass moment with Tullamore D.E.W. via Facebook, Instagram or Twitter adding the #PartingGlassUK hashtag to the post. Entries can be submitted from now until 6th August 2014.

Caspar MacRae, Global Brand Director, Tullamore D.E.W., commented: “The ‘Parting Glass’ film was a huge success for Tullamore D.E.W. and put us on the world stage as a brand that could create credible engaging content for our audience. As we developed plans to build anticipation ahead of the opening of our new distillery this September, it felt right that we would follow on from this success and create the next chapter of the story, this time allowing our fans to get involved too.”

He continued, “We look forward to seeing the Parting Glass toasts shared with us and choosing the best entrants to join us at our distillery opening celebrations in Ireland”.

‘The Parting Glass’ original film has picked up a range of awards including a Silver Lion from Cannes Lions and a 'Creativity Pick' Award from the editors of Creativity at Ad Age.

The campaign was created by global social media agency, We Are Social along with the creators of  ‘The Parting Glass’ original film, New York agency Opperman Weiss, who lead the production with director Laurence Dunmore. Filming was shot in Tutty’s Pub in Hollywood, Co. Wicklow – the same town where the original short film was created.

Source: Touch PR