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."