We explore how one brand, Tullamore D.E.W. participates in the conversations that matter to our trade, and our society.

Bartenders have always championed activism.

We have seen many bar industry leaders driving conversations about the relevant issues of the day, such as:

  • Beverage director Ashtin Berry, who taught bartenders about intersectionality.  
  • Houston cocktail-scene king Bobby Heugel, who championed hurricane relief and created a menu designed to spread anti-Columbus Day awareness.

In response to these grassroots initiatives, spirits brands have started to embrace the opportunity to step up and support social causes.  When it comes to important issues, some have even started to drive the conversation themselves. 

When brands embrace this role, it can feel like a breath of fresh air.   But while some companies incorporate social commentary into their advertising, few truly walk the walk. 

When brands embrace this role, it can feel like a breath of fresh air.

One company we’ve seen get it right is Tullamore D.E.W.

The original triple blend of Irish whiskey – three spirits that come together to give a balance of flavor, Tullamore D.E.W. has become the world’s second largest Irish Whiskey brand.

Founded in 1829 in Tullamore, Ireland, this elixir has truly steeped in history. Tullamore D.E.W. blends all three types of whiskey made in Ireland: grain whiskey which brings sweetness, malt whiskey which brings fruitiness, and pot still whiskey which brings spice. By combining the three spirits, this blend offers three dimensions of flavor to explore. The balance brings outstanding complexity to the flavor.

Founded in 1829 in Tullamore, Ireland, this elixir has truly steeped in history.

The brand’s social commentary has complexity as well. Tullamore D.E.W. addressed the key issue of immigration back in 2017 with the video, “No Irish Need Apply.”

Their activism makes them special.  

Celebrating women in music, the brand supported The Women of Jammcard JammJam event in 2019.  They raised money for MusiCares Foundation, a nonprofit organization founded to support artists facing financial or medical crisis 

Tullamore D.E.W spokesperson Kayla Tobey said, “The hospitality industry should always be one of inclusion, on both sides of the bar. We want our customers to feel welcome and we want our trade to feel valued and included. I think the beverage industry has all the tools to encourage the trade to be more inclusive on both sides.  Celebrating bar teams and bringing people together with trade events is always valuable, and encouraging the trade to step out of their comfort zone with different brand and spirits can be achieved through education.”

Not only has Tullamore D.E.W. made it clear what their brand stands for, they’ve had direct positive impact on the issues that matter.

Cheers to more brands in our industry following suit.

For bartenders, try their free online training program.

Leave a Reply

Your email address will not be published. Required fields are marked *