William Grant & Sons UK has paired Tia Maria with beauty brand Babyliss to recruit 21 to 35-year-old women consumers to the liqueur brand.

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Dominic Roskrow

It’s ‘up periscope’ for Irish distilleries

I know how wierd this might seem but I often think that the opening of a new distillery is like the launch of a new submarine. It is unveiled in all its pristine glory in a blaze of publicity and fanfare.

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