LONDON--Spirits company William Grant & Sons has called in Karma Communications Group firms to handle global PR and social media duties for its Tullamore Dew Irish whiskey brand.

The company will work with an integrated team comprised of executives from Karma firms Kaper and Karmarama to build awareness of its 'Irish True' positioning across digital and social media.

Kaper will oversee public relations and social media, while Karmarama is charged with digital media support. Kaper will also manage global PR and digital strategy, as well as supporting multiple international markets. 

“The refreshing combination of PR expertise, global digital capability and overriding creative passion gave us the confidence to award the business to them,” said Tullamore Dew head of brand communications David Hume in a statement.

The decision follows a competitive review.

"Tullamore Dew has aggressive growth plans in a fast growing market, and our evolved PR platform at the crossroads of content creation, digital and traditional PR will help them achieve their ambitions,” said Kaper founder Chris McCafferty.