IRISH TRUE celebrates an aspect of the Irish character, the notion that Irish people infallibly “Face Life Singing.”
Face Life Singing an attitude born from living life, confronting its challenges and celebrating its joys with a lyrical heart, characteristic courage, glass in hand and song in the heart.
TULLAMORE DEW is the authentic Irish Whiskey, which required a campaign rooted in an authentic Irishness that’s true to its character and people not the tourist board.
And this authentic Irishness became an aesthetic in which a universal truth is indelibly wrapped—between dichotomies such as ancient and modern and humorous and poignant.
IRISH TRUE thus seals an oath and raises its glass… to archetypes that in fact exist in every culture.