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Tullamore Dew personalises pop-up pubs for St Patrick’s Day
Irish whiskey brand Tullamore Dew has launched a series of customisable pop-up pubs in the US as part of its O’Everyone campaign for St Patrick’s Day.
Tullamore Dew’s pop-up pubs will allow US consumers to personalise the signage with their own names
The O’Everyone initiative was unveiled last year for the annual Irish holiday, which will take place on 17 March, as an extension of the William Grant & Sons-owned brand’s global campaign, The Beauty of Blend.
O’Everyone aims to champion the “breaking down of barriers” and “welcomes any and all to become Irish” for St Patrick’s Day.
This year, O’Everyone will feature a number of Irish pop-up pubs across cities such as New York, Chicago, Los Angeles and Denver.
Upon arrival, guests can enter their last name or nickname into an iPad, and the signage for the bar will change to reflect their last name with an ‘O’ in a traditional Irish font for a keepsake photo. Once inside, a photo wall will display the attendee’s images.
At the pop-ups, guests will be able to enjoy Tullamore Dew samples and have their own customised t-shirts printed.
To find dates and locations for pop-ups, visit www.oeveryone.com. Those who cannot visit the pubs can purchase tailored O’Everyone t-shirts through the site.
“Tullamore Dew is built on blend – it runs through every bottle as the original triple blended Irish whiskey since 1829,” said Conor Neville, brand manager of Tullamore Dew.
“O’Everyone is a celebration of the brand’s belief in the spirit of blend and truly opens the Irish holiday of St Patrick’s Day to all.
“We’re excited to continue and build on this platform of community and inclusivity in 2020 with our celebratory O’Everyone pop-up pubs, because it’s more fun when we can all be Irish together.”
In February 2019, the O’Everyone campaign saw thousands of people in the US create custom t-shirts that added an ‘O’ to imbibers’ own names.
Earlier this month, Tullamore Dew launched a new advert in the US as part of its global campaign, The Beauty of Blend.