Kevin Pigott from Athlone has been recruited by Tullamore DEW along with four other new local brand ambassadors to promote the whiskey in the US market.
The new recruits will be relocated to cities across the US prior to an intensive St Patrick’s Day marketing campaign by Tullamore DEW.
Kevin was recruited through IBEC’s Export Orientation Programme (EOP ), Ireland’s longest-running graduate placement programme providing graduates of all disciplines with a valuable introduction to international business. Following a comprehensive training programme, Kevin and the other recruits will embark on a series of marketing assignments for Tullamore DEW in San Francisco, Dallas, New York, Philadelphia, and Chicago. The team will focus on building brand awareness for Tullamore DEW among trade partners, promoting the whiskey, and communicating its distinctive heritage and blend to bar managers.
The local brand ambassadors will promote the first ever Irish Kings of Comedy Tour taking place in Chicago, Kansas City, San Francisco, and Boston, a campaign designed by Tullamore DEW for St Patrick’s Day and starring Irish comedian Ardal O’Hanlon. The new recruits will interact with consumers, bar trade, media, and influencers during VIP Toast and Taste events prior to each show. The team will run further Toast and Taste whiskey tasting events with Tim Herlihy, US national brand ambassador for Tullamore DEW, as part of an ongoing initiative to educate consumers in the market about the legacy and blend of the whiskey.