Caspar MacRae is Tullamore DEW's new global brand director.

Local whiskey unveils new appointment

Published: Wed 15 Jan 2014, 2:36 PM

Last updated: Wed 15 Jan 2014, 2:38 PM

Tullamore DEW has a new global brand director.

University of Edinburgh graduate Caspar MacRae was announced as the new director today (Wednesday).

A Geography graduate, Mr MacRae began his marketing career with The Edrington Drinks Group where he was responsible for the development of national and regional US branding and commercial planning for their portfolio of premium spirits.

He first joined William Grant and Sons in 2008 as category marketing director for its US business, before later progressing to head of innovation and vice-president of marketing in the US.

In his new role Mr MacRae will be based in William Grant and Sons’ offices in Dublin.

A statement issued today by William Grant and Sons said Mr MacRae will in his new role be responsible for driving the ongoing growth of Tullamore DEW across its keys growth markets including the US, UK and mainland Europe.

Reflecting on his new appointment Mr MacRae said he’s honoured to be selected for the role, particularly at such an exciting time in the brand’s development.

“Its growth over the past three years has been remarkable and with our ongoing investment strategy we aim to reach millions more fans worldwide over the coming years,” he explained.

“Tullamore DEW is now perfectly positioned to continue to grow its market share in key international markets, and also to begin pioneering an exciting new path for the brand into emerging whiskey markets across the globe.”

Chief marketing officer with the company Maurice Doyle added that Mr MacRae’s “exceptional leadership qualities, and proven success in the US market” make him the perfect candidate for the role.

Mr MacRae’s appointment is the latest significant development for the brand. In 2012 it opened the new Tullamore DEW Visitor Centre in Tullamore and later this year will see the opening of the state of the art €35m distillery, bringing whiskey production back to the town for the first time in 60 years.

It also recently rolled out a significant global marketing campaign including a short film produced by Ridley Scott’s RSA Films and New York agency Opperman Weiss.