Tullamore Dew continues 'The Parting Glass' activity by asking users to share their best toasts on social media

The competition is the latest work in 'The Parting Glass' campaign

Tullamore Dew Irish whiskey is searching for the best toasts to mark the beginning of life’s new chapters in the latest installation of ‘The Parting Glass’ campaign.

Following on from ‘The Parting Glass’ film in 2013 created by New York agency Opperman Weiss, the activity takes the form of an online competition, running until 6 August, where people can share images or videos toasting a milestone in their lives in order to win a trip to Ireland joining Tullamore Dew as it opens a new distillery in September.

“Parting Glass’ film was a huge success for Tullamore Dew and put us on the world stage as a brand that could create credible engaging content for our audience,” explained Casper MacRae, global brand director, Tullamore Dew.

“As we developed plans to build anticipation ahead of the opening of our new distillery this September, it felt right that we would follow on from this success and create the next chapter of the story, this time allowing our fans to get involved too. We look forward to seeing the Parting Glass toasts shared with us and choosing the best entrants to join us at our distillery opening celebrations in Ireland.”

A series of short shareable toasts featuring the cast of the original film which can be customised and shared have also been made available on the Tullamore Dew site.

Social media agency We Are Social worked on the latest iteration of the campaign with Opperman Weiss leading creative/production with director Laurence Dunmore of Ridley Scott’s RSA Films. To be in with a chance to win the trip to Ireland fans need to share their ‘Parting Glass’ moments with Tullamore Dew via Facebook, Instagram or Twitter adding their own market to the hashtag (e.g. #PartingGlassUS, #PartingGlassUK).

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian