Tullamore Dew to give away DNA testing kits in Beauty of the Blend campaign
Tullamore Dew Irish whiskey is giving away DNA testing kits as part of its global Beauty of the Blend advertising campaign.
The William Grant-owned brand has partnered with My Heritage DNA, the family history and DNA testing company, to create the limited edition branded kits which will be distributed to consumers through a gift campaign and social media channels.
It said the kits would allow people to “uncover their own unique blend”.
My Heritage DNA’s data shows that that 99.7% of people have a mix of ethnicities, with only 0.3% from one ethnic background.
Tullamore Dew global brand director Caspar MacRae said: "We are built on blend. It runs through every bottle of our original triple blend Irish whiskey.
“There are numerous examples in the worlds of food, music and beyond where something beautiful has been created because of the blending of different cultures or ideas, and we think that is worth celebrating.
“The Beauty of Blend celebrates our belief in the spirit of blend, from the original triple blend in our Irish whiskey to the blending of cultures, rooted in our historic association with Irish emigrants around the world."
The Beauty of Blend campaign also features two films. No Irish Need Apply showcases the history of Irish immigration in the USA. Danny Boy “implicitly celebrates cultural diversity in a way that is aspirational, authentically Irish and distinctly sociable”.
Both are on the brand’s Youtube channel.