TULLAMORE, IRELAND: Big news from the heart of Ireland! The award-winning Tullamore D.E.W. has launched a fresh new look. The updated design honours the brand’s roots in Tullamore, a nod to its close to 200-year-old tradition of whiskey making, and a wink to its ever-growing global community of whiskey drinkers.

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 center.

Wondering why the wolfhound? It’s all thanks to Desmond E. Williams, grandson of founder Daniel E Williams, who had a soft spot for dogs and a vision for how to bring Tullamore D.E.W. to new drinkers all over the world. He wanted a symbol that captured Tullamore D.E.W.’s community values – loyalty, friendship, and strength. Desmond commissioned the original drawing of the 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.  across the globe. 

The Tullamore D.E.W. bottle itself has also received some love. It 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.

Speaking on the packaging refresh, 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 been sharing 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.”

She added: 

“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.’s new look will hit shelves in Q1 2024. Tullamore D.E.W. is also kicking off a global campaign across TV, OOH, and digital in various markets, including the USA, Germany, and the Czech Republic. Fans can flaunt their small-town spirit on social media: @tullamoredew.

To learn more about the new design and its ties to the brand’s history and values or about the ‘Be More Tullamore’ campaign , please visit www.tullamoredew.com.

Glasses up to Responsible Drinking.

 

About The Range

Tullamore D.E.W. is the original triple blend Irish whiskey; by combining three spirits, the blend gives us three dimensions of flavour to explore; malt whiskey gives us fruit, pot still whiskey gives us spice, and grain whiskey gives us sweet. These three spirits come together to provide us with a balance of flavour like no other in the category.

Our award-winning range includes Tullamore D.E.W. Original, Tullamore D.E.W. XO Caribbean Rum Cask Finish, Tullamore D.E.W. 12-year Old Special Reserve, Tullamore D.E.W. 14 Year Old Single Malt, Tullamore D.E.W. 18 Year Old Single Malt and Tullamore D.E.W. Honey (in selected markets).

The whiskey’s name is derived from the town where it’s made and from the initials of its founding father Daniel Edmund Williams who became the business owner in the 1890s and inspired the launch of world-famous Tullamore D.E.W. Irish Whiskey.

About Tullamore D.E.W. Distillery

Just outside the town itself lies the Tullamore D.E.W.  distillery – where the real magic happens. The distillery team is made of whiskey experts and passionate locals committed to putting in the work, supporting one another and making a top-notch whiskey to share with the world. It’s here that small-town values meet world-class innovation. Among the recent inventive offerings from the distillery is Tullamore D.E.W. Honey – a super-premium whiskey infused with honey to add remarkable smoothness to a classic and  is already winning multiple awards. The space has all the fixings of a state-of-the-art distillery, but with some unique additions to give it that small-town soul. For example, The Tully Warehouse Snug, a hidden bar designed like a cosy Irish pub, is nestled amidst thousands of whiskey casks stacked 20 feet tall. To plan a visit, click here.