Irish whiskey brand Tullamore Dew is throwing a series of “A Night at the Irish True” events in select cities through December to coincide with its “Irish True” campaign. The first event was held Nov. 14 at New York City’s Chelsea’s Center. Upcoming events will be held in Chicago, Philadelphia and San Francisco. The events tap into influential consumers through a partnership with the daily lifestyle newsletter Thrillest.com, as well as stakeholders, media and members of the trade.
The event features two themed rooms. The Poetry Room is decorated with posters of influential Irish poets and musicians. Guests are served Irish hors d’oeuvres and Tullamore Dew. Then there’s The Pugilism Room, which consumers enter through a secret door. This room evokes the grittier side of the Irish True spirit. Inside it is a boxing ring with a series of fights throughout the evening. Irish-American Mixed Martial Artist Marcus Davis is the night’s emcee and referee. There’s also a bar where cocktails and shots are served.
“The tone and concept that we’re bringing to these live events is an extension of our Irish True campaign, which talks about true Irish character,” Ken Reilly, category director at Tullamore Dew, told Buzz. “Then the events are where we get to bring that to life for a consumer. Whether it’s through music or spoken word or other surprises, we’re confident that once consumers discover it they’re really going to link back to the overall campaign and understand the different parts of Irish character.”
Before each event opens to guests, there is a press-only unveiling and tasting hosted by global brand ambassador John Quinn. Agency: Momentum Worldwide, New York City.