Irish whiskey brand Tullamore D.E.W. has launched a fresh new look. Available from March 2024, in time for St Patrick’s Day, the updated design honours the brand’s foundations from a small distillery town in the heart of Ireland, Tullamore. It gives a nod to its 200-year-old Irish whiskey-making tradition and a wink to its ever-growing popularity with whisky drinkers.
Tullamore D.E.W. is the world’s second-largest Irish whiskey brand, with global sales of 1.43 million (9L) cases annually. The new bottle retains its iconic shape but boasts a sleeker, rounder profile (losing up to 27% in glass weight) for a better grip and pour. The new twist cap, carrying the founder’s signature, makes opening a breeze. The goal? To make the toasting experience with Tullamore D.E.W. as smooth as the whiskey.
The modern label makes Tullamore town the star, with a palette of rich greens mirroring the Irish countryside where the town is located. The eye-catching design also tips its hat to the brand’s history, featuring the iconic Irish Wolfhound front and centre.
The Irish wolfhound has been on the Tullamore bottle for over 70 years, thanks to Desmond E. Williams, grandson of founder Daniel E Williams. Daniel had a soft spot for Irish wolfhounds and a vision for bringing Tullamore D.E.W. to new drinkers worldwide. He wanted a symbol that captured Tullamore D.E.W.’s community values – loyalty, friendship, and strength. Desmond commissioned the original drawing of the Irish wolfhound and put it on the bottle in the 1950’s. This proud hound will now be front and centre on every bottle of Tullamore D.E.W. and communications across the globe.
Kate Webb, Global Innovation Manager for Tullamore D.E.W., said: “This isn’t just about a fresh coat of paint. The redesign symbolises our enduring passion for our brand, our history, and the smooth whiskey we’ve shared with the world since 1829. Tullamore is not just a name – it’s our home, and the spirit of our close-knit community inspires everything we do.”
“We’re delighted to bring back our loyal and proud mascot, the beloved Wolfhound, to the front of the bottle. With this fresh look, we’re ready to welcome a new generation of drinkers to discover Tullamore D.E.W. Whiskey, the perfect companion for a good time with friends.”
Tullamore D.E.W. is kicking off a UK campaign across OOH, social, in-store and a promotional pack competition to win a VIP trip to Ireland and the distillery and 100 opportunities to win an Irish bar tab.
Tullamore D.E.W. is sold in all major supermarkets, including Tesco’s, Sainsbury’s, Morrisons, Waitrose, and Amazon, and is available online and on-trade. RRP £21.00/70cl/40% ABV.
