By Suzanne Redmond Go Wild Irish Spirits Magazine
Tullamore D.E.W recently launched a campaign ‘Be More Tullamore’, highlighting all the wonderful people of Tullamore, county Offaly, located deep in the heart of Ireland, “to highlight the enduring values that continue to drive our success. We hope it serves as a reminder of what matters in life – genuine friendships, authentic conversations, and being in the moment.” Emma Slevin, Senior Brand Manager Tullamore D.E.W.
One of the best ways to demonstrate this was to take part; So, on a particularly Irish weather day (grey and rainy) a small group of media hopped onto a bus and headed the pretty swift ninety-minute journey from Dublin city centre to Tullamore. The longest bit is exiting Dublin city. However, it was perfect weather to add the cosy atmosphere we would enjoy that day. First, we headed into the bustling town of Tullamore, lots of small shops with personality, the kind of town where you will bump into a friend and have a chat. We headed first for lunch (sensible) in the former Tullamore bonded warehouse, then became a visitors’ centre before being sold to people who saw the potential of keeping much of the whiskey history whilst adding a community element by turning it into a funky and classy bistro, with a well-executed menu. They were the second highest bidder but with the promise to keep much of the integrity of the building but by adding a place for all to visit, be it a coffee, meal or a whiskey, they got it.
We popped back on the bus to visit the distillery itself, driven by a local driver. The distillery is ten minutes from the town itself, built on a bog, more commonly referred to as a greenfield site, it is a feat of brilliance. (Ask an engineer why and beware the answer will be long)
The distillery really is a thing of beauty from exterior to interior; it shines with authority and intrigue. They now have a visitors centre complete with a distillery shop. We were delighted to be getting the tour from their legendary brand ambassador Kevin Piggot. He embodies the Tullamore energy, the palpable excitement to not only highlight the wonderful people but to show that the distillery is just as committed to them in return. They currently employ around a hundred local people, which in turn keeps a community and local business thriving.
You start off with a warm Tully welcome with a fresh warm and sweet Irish coffee in the most beautiful distiller’s lounge. The lounge area which was designed with a touch of class as back in the day, distillers were well off and that reflected in their homes so here they took the inspiration and created a stylish and comfortable area, with some beautiful peaceful views. You feel relaxed. The piste de resistance had to be when Kevin hit the button and these big impressive wooden doors folded back to reveal a large picture window into the distillery. One word wow, it was almost like a set from a James Bond movie.
From here we were led down to the distillery floor, with all the shiny washback’s, and glistening copper stills. In certain parts of the room, the whiskey aroma is sublime. It can also get very warm, so perhaps take your coat off. And avoid wearing stilettos.
Through the next door we were met with high-vis jackets before hopping on the cutest ever wee bus, ‘aptly named the Tully Bus’ which is electric and driven by another happy local who stopped at the bottling hall window, sadly they had just finished for the day but it cool to see into it, plus with the bottling on site, from their on-site warehouses they are reducing the carbon footprint. Kevin and his colleagues are eager to continue their aim to one day be carbon neutral.
The bus delivers us to the warehouse, it’s cool to cold but it’s majestic. Pallets upon pallets of various casks of Tullamore whiskey, slowly maturing and our damp climate is ideal for good maturation. The Tullamore crew, have built a cute shebeen hidden away amongst the barrels. We sat down for the history and a chat with a small dram, taken from a select cask of cask-strength whiskey. The flavour and warmth of the whiskey was just like a friendly hug.
The whole experience was relaxed, happy, and friendly and it was all enjoyed by the fact that we took the time to slow down and enjoy life within a happy community.
Fun Fact; The initials D.E.W of Tullamore D.E.W, came from Daniel E. Williams who took over in 1887 who’s vision of whiskey was one of an ‘unrivalled smoothness and complexity’ so he put his initials on it.
