Tullamore Dew gives whiskey drinkers a virtual snug

Brand’s marketers have revived an online cocktail-making class to encourage togetherness amid pandemic crisis

3rd May, 2020
Tullamore Dew gives whiskey drinkers a virtual snug
Chin Ru Foo, global brand director for Irish and American whiskey and trailblazer brands at William Grant & Sons, says agility is key in marketing

An experiential marketing initiative launched last year by the Irish whiskey brand Tullamore Dew has been revived, in the wake of the Covid-19 crisis and the closure of the country’s pubs.

The brand is hosting a series of virtual snug sessions which aim to bring friends together online to enjoy a remote cocktail-making class. The Tully Snug Sessions were first rolled out in 2019 in pubs in large US cities including New York...

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