William Grant & Sons is planning to make its newly acquired Tullamore Dew "a core global brand" and cash in on strong UK sales of Irish whiskey.

The Glenfiddich owner took on Tullamore Dew Irish whiskey as part of its £256m acquisition of C&C's spirits portfolio this week, which comprises cream liqueur Carolans and liqueurs Frangelico and Irish Mist. Although Tullamore Dew currently has a UK sales value of just £230k [Nielsen], William Grant CEO Stella David pledged to invest in long-term value growth.

"Given Tullamore Dew's potential, it will become a core global brand in our business," she said.

Irish whiskey sales in the UK have risen 9% over the past year to £34.1m [Nielsen MAT 17 April] and the acquisition was welcomed by one spirits buyer. "Retailers are crying out for a more competitive landscape in spirits."