New global brand director for Tullamore Dew

William Grant & Sons has appointed Caspar MacRae as global brand director for Tullamore Dew Irish Whiskey. 

MacRae was previously vice president of marketing for the William Grant & Sons US business.  He will be responsible for driving the development of Tullamore Dew across its key growth markets including the US, UK and mainland Europe. He will be based in William Grant & Son’s global marketing and innovation headquarters at Iveagh Court, Harcourt Road, Dublin 2.

MacRae is a geography graduate from the University of Edinburgh.  He began his marketing career with The Edrington Drinks Group where he was responsible for the development of national and regional US branding and commercial planning for their portfolio of premium spirits.  He joined William Grant & Sons in 2008 as category marketing director for its US business.  He was made head of innovation before becoming the US VP of marketing.

“It is an honour to be selected as the new Tullamore Dew global brand director at such an exciting time in the brand’s development,” said McCrae. “Its growth over the past three years has been remarkable and with our ongoing investment strategy we aim to reach millions more fans worldwide over the coming years.  Tullamore Dew is now perfectly positioned to continue to grow its market share in key international markets, and also to begin pioneering an exciting new path for the brand into emerging whiskey markets across the globe.”

“We believe Caspar’s exceptional leadership qualities, and proven success in the US market makes him the perfect candidate to lead Tullamore Dew to continued international growth,” said Maurice Doyle, the company’s chief marketing officer.

20 January 2014 - Felicity Murray The Drinks Report, editor