Tullamore DEW launches UK-wide busking campaign

Tullamore DEW has launched a new campaign focused on showcasing the “courageous spirit” of the UK’s little-known busking artists.

Tullamore DEW’s Busking Unbarred project will run in around 400 bars across the UK

The blended Irish whiskey brand has collaborated with The Busking Project, an organisation which supports buskers around the world, to launch the UK-wide event.

Tullamore DEW, which opened its new distillery in September last year, developed the Busking Unbarred campaign to help drive awareness of the brand and grow appreciation for artists.

Busking Unbarred will run in around 400 bars nationwide, offering customers a free track to download from one of 10 chosen buskers from across the UK and Ireland with every Tullamore DEW purchase.

The busker whose track is downloaded the most will be rewarded with time in a recording studio.

Ali Cloudsdale, brand manager of Tullamore DEW, said: “Buskers help bring our streets to life and Ireland has a strong tradition of busking, especially in Dublin. But increasing clampdowns from authorities around the world means it’s harder for buskers to perform freely.

“It also takes real courage and an optimistic outlook to be a busker and this spirit of determination and defiance is a perfect match for the Irish True spirit at the heart of Tullamore DEW.”

The campaign will also include a series of events at bars in London, Leeds and Edinburgh, which will give some of the featured buskers an opportunity to be heard to the surprise of drinkers.

Cloudsdale added: “With Busking Unbarred we’ve worked with The Busking Project to showcase some of the UK and Ireland’s greatest busking talents and bring their music into bars to remind people of the important place busking has in our society.

“Tullamore DEW is proud to be working alongside The Busking Project to support these hugely talented artists.”