Alcohol may be the reason that some of us are here, but now one whiskey brand is helping consumers figure out where they’re from — literally.
To celebrate the launch of “The Beauty of Blend” campaign, Irish blended whiskey Tullamore D.E.W. has partnered with MyHeritage DNA to create a limited-edition branded DNA kit which will allow people to “uncover their own unique blend” or learn about their own ancestry. The kits will be given away through a gifting program and the Tullamore D.E.W. social channels in the coming months.
“We are built on blend. It runs through every bottle of our original triple blend Irish whiskey,” says Caspar MacRae, Tullamore D.E.W.’s Global Brand Director, via a statement. “There are numerous examples in the worlds of food, music and beyond where something beautiful has been created because of the blending of different cultures or ideas, and we think that is worth celebrating. The Beauty of Blend celebrates our belief in the spirit of blend – from the original triple blend in our Irish whiskey to the blending of cultures, rooted in our historic association with Irish emigrants around the world.”
This partnership is part of Tullamore D.E.W.’s new global advertising campaign, “Beauty of Blend” which celebrates the unique spirit of the blend – whether it be the triple blend of pot still, malt and grain whiskies in Tullamore D.E.W. or the blending of cultures and ideas throughout history. Reviewing trends of DNA testing from around the world, Tullamore D.E.W. worked with MyHeritage DNA to uncover that 99.7% of people have a blend of multiple ethnicities, meaning that only 0.3% of individuals sampled are of only one ethnic background.
The “Beauty of Blend” campaign launches with two new films. “No Irish Need Apply” is a film showcasing the history of Irish immigration in the USA, while “Danny Boy” celebrates cultural diversity in a way that is authentically Irish.