#PartingGlass with Tullamore D.E.W.


Glasses up to the future!

When one chapter ends and another begins, more often than not, we’ll raise a glass. It was this insight that drove the concept for our global ‘Parting Glass’ campaign with Tullamore D.E.W.: inviting fans from around the world to raise a glass to their own new beginnings.

Whether it was a wedding, stag do or new job, we encouraged Tullamore’s social media community to show us how they celebrated their ‘Parting Glass’ moments through videos, images or witty texts. Uploading their content to Facebook, Twitter or Instagram, people simply had to add the #PartingGlass hashtag to enter.

By submitting their own Parting Glass moment, fans were automatically entered into a competition to be part of Tullamore’s own ‘Parting Glass’ moment.  Those who displayed the most authentic celebratory moment would have the opportunity to attend the opening of Tullamore’s brand new distillery in Ireland!


Having been destroyed in a fire 60 years ago, bringing the distillery back to its hometown is a significant moment for the brand’s history, so a fantastic, unique occasion for our Tullamore fans to get involved in.

And for those fans who didn’t manage to create their own content, the Tullamore website hosted a collection of videos covering different ‘Parting Glass’ moments for the social community to personalise and share with their friends – a unique way to mark the moment.

In total, we saw over 400 images of celebrations and images of fans embarking on new hobbies and adventures – all with Tullamore in the frame.

The ‘Parting Glass ‘campaign reached over 4 million Facebook users, with a variety of entries from across five different markets.

So why not pour a glass of Tullamore D.E.W., and enjoy some of our favourites below!