Tullamore Dew kicks off campaign with DNA testing kits

20th September, 2017 by Annie Hayes

Irish whiskey brand Tullamore Dew has partnered with ancestry experts MyHeritage DNA to create branded DNA testing kits as it launches its latest global campaign, The Beauty of Blend.

The Beauty of Blend campaign launches with two films: ‘No Irish Need Apply’ and ‘Danny Boy’

To kick off the campaign, Tullamore Dew worked with MyHeritage DNA to review trends from across the globe, and discovered that 99.7% of people have a blend of multiple ethnicities – with just 0.3% of individuals sampled were of just one ethnic background.

The William Grant & Sons-owned brand is giving people the opportunity to discover their own “Beauty of Blend” by testing their DNA with the kits, which will be distributed via a gifting programme and through its social channels in the coming months.

As a triple blend of pot still, malt and grain Irish whiskey, Tullamore Dew is aiming to “champion the transformative power of blend” with the initiative.

Tullamore Dew’s global brand director, Caspar MacRae, said: “We are built on blend. It runs through every bottle of our original triple blend Irish whiskey.

“There are numerous examples in the worlds of food, music and beyond where something beautiful has been created because of the blending of different cultures or ideas, and we think that is worth celebrating.

“The Beauty of Blend celebrates our belief in the spirit of blend – from the original triple blend in our Irish whiskey to the blending of cultures, rooted in our historic association with Irish emigrants around the world.”

The Beauty of Blend campaign launches with two films: ‘No Irish Need Apply’, a challenging film showcasing the history of Irish immigration in the US; and ‘Danny Boy’, which “implicitly celebrates cultural diversity in a way that is aspirational, authentically Irish and distinctly sociable”.

Both films can be watched on the Tullamore Dew YouTube channel.

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