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

By Gillian West | Social media manager

We Are Social


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July 17, 2014 | 2 min read

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.

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“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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