Whiskey - territory ownership
An extensive search has revealed only seven brands that focus on the “triple” aspect of the branding of their whiskey on their website. However, only Tullamore D.E.W., Grant's Whisky, and Auchentoshan had launched full-scale marketing campaigns that focus on the “triple” aspect of the branding. Below, I will present how Tullamore D.E.W., The Irishman, Slane Irish Whiskey, Bushmills Irish Whiskey, Grant's Whisky, Whyte & Mackay, and Auchentoshan promote the “triple” aspect of the branding of their whiskey on their website, and more information on the marketing campaigns launched by Tullamore D.E.W., Grant's Whisky, and Auchentoshan.
Please note that a press search was conducted as there were no pre-compiled lists for brands that focus on the “triple” aspect of the branding of their whiskey. There are no brands that focus on the “triple” aspect of the branding and sells products that cost around £20 per bottle only. The seven brands provided below sell products that cost between £20 and £40 per bottle for their “lower-range” products. Some of these brands also sell products that cost more than £150 per bottle. The price of every product provided below was obtained from The Whisky Exchange as none of the brands operate an online store.
Ireland-based Tullamore D.E.W. claimed that its whiskey is “the original triple distilled, triple blend whiskey.” The Tullamore D.E.W. Original costs £24.25 per bottle . Its other products cost £52.45 to £85.45 per bottle.
In September 2017, Tullamore D.E.W. launched the Beauty of Blend campaign. The TV spot emphasized that the brand is “one of the only Irish whiskey brands to use a triple blend of all three types of whiskey.” Caspar MacRae, the global brand director, stated that the brand is “built on blend” and “it runs through every bottle of our original triple blend Irish whiskey.”
Ireland-based The Irishman stated on its website that “Bernard’s [its founder] love and dedication to the whiskey craft has forged The Irishman range of tripled distilled whiskeys, whose smooth and warm glow, perfectly express the unique Irish spirit of friendship and shared welcome.” The Irishman Founder's Reserve and the Irishman Single Malt cost £37.95 per bottle and £44.95 per bottle respectively.
The Irishman has not launched any recent campaigns that focus on the “triple” aspect of the brand. In July 2017, the brand partnered The VR Agency, and ARI to host a virtual reality distillery tour at the Dublin Airport
SLANE IRISH WHISKEY
Ireland-based Slane Irish Whiskey described its whiskey as “a smooth spirit of natural character with untamed notes of oak and spice from a signature triple casked blend.” The brand’s only product Slane Irish Whiskey costs £26.45 per bottle.
Slane Irish Whiskey has not launched any recent campaigns that focus on the “triple” aspect of the brand. In September 2017, the brand’s parent company Brown-Forman opened the $50 million Slane Distillery and Visitor Experience to the public.
BUSHMILLS IRISH WHISKEY
Northern Ireland-based Bushmills Irish Whiskey claims that it is “one of few distilleries in Ireland to use 100% malted barley to make triple-distilled whiskey, which is what creates its unique character and smooth taste” and the “cornerstone of the distillery is Bushmills Original, a blend of the triple-distilled malt whiskey with a rich, lighter Irish grain whiskey.” The Bushmills Original costs £22.75 per bottle. Its other products cost £26.75 to £169 per bottle.
Bushmills Irish Whiskey has not launched any recent campaigns that focus on the “triple” aspect of the brand. In March 2017, the brand launched the #REALIRISH campaign to promote the launch of the Bushmills Red Bush around St Patrick’s Day.
Scotland-based Grant's Whisky stated on its website that its whiskey “gets its color from maturing in three different types of wood, that all add their own distinction to the final taste.” The Grant's Family Reserve and Grant's Ale Cask Finish cost £17.45 per bottle and £20.25 per bottle respectively. Its other products cost £79.95 to £250 per bottle.
The #TripleWoodTripleGood campaign is the brand’s ongoing campaign on Instagram. There are 190 posts for #TripleWoodTripleGood. They included posts by consumers and the company.
WHYTE & MACKAY
Scotland-based Whyte & Mackay claims that the secret behind its award-winning taste is its “triple maturation process and the way we [Whyte & Mackay] blend to make sure no single whiskey dominates another, creating a harmony of flavors that work together to produce our famous smoother, richer taste.” The Whyte & Mackay Triple Matured and Whyte & Mackay 13 Year Old cost £19.45 per bottle and £23.25 per bottle respectively. Its other products cost £175 to £250 per bottle.
Whyte & Mackay has not launched any recent campaigns that focus on the “triple” aspect of the brand. In May 2017, it launched the Smooth Things Over campaign which discussed the friendly rivalries exhibited by the British & Irish Lions combined rugby team.
Scotland-based Auchentoshan stated on its website that “we’re [Auchentoshan] not triple distilled because it's tradition. But because that's what it takes to create a delicate flavor unlike any other.” The brand’s lower-range products cost £29.95 to £37.45 per bottle. Its other products cost £43.95 to £4,000 per bottle.
In Auchentoshan's Bartender's Malt animated film, the phrase “the only single malt to triple distill every single drop” could be seen in one of the scenes. The campaign was created Ben Tallon and White Label.
In conclusion, Tullamore D.E.W., The Irishman, Slane Irish Whiskey, Bushmills Irish Whiskey, Grant's Whisky, Whyte & Mackay, and Auchentoshan had promoted the “triple” aspect of the branding of their whiskey on their website. The types of brandings included “triple distilled,” “triple blend,” “triple casked,” “triple wood,” and “triple maturation process.”