Tullamore rolls out new look

Irish whiskey brand has a new suit for St. Paddy’s Day

Irish whiskey brand Tullamore D.E.W. has rolled out a new look for the brand ahead of St. Patrick’s Day celebrations.

AWARD-winning Irish whiskey brand Tullamore D.E.W. has launched a fresh new look across its bottles.

Retaining its iconic bottle shape, the new look has reduced 27% of its glass weight by boasting a new, sleeker and rounder profile to help improve grip and pour.

Tullamore D.E.W. has unveiled its new look complete with the brand’s iconic Wolfhound on the bottle.

The updated design also pays homage to the brand’s roots where it was first founded in the small distillery town of Tullamore in the heart of Ireland, nodding to its near 200-year history in the making of the Irish whiskey brand.

The new label has still retained the Irish wolfhound as well, which has been sported across Tullamore bottles for over 70 years now as part of Desmond E. Williams – grandson of founder Daniel E. Williams – added the design.

According to Tullamore, Desmond aimed to introduce a symbol for the brand that captured the spirit of Tullamore’s community values – loyalty, friendship and strength. This proud hound is now front and centre across every bottle of Tullamore D.E.W. across the globe.

The new look is set to hit the shelves this month in time for St Patrick’s Day celebrations, offering retailers a talking point ahead of any parties coming on 17 March.

Further to this, the brand has kicked off a UK campaign across OOH, social, in-store and a promotional competition which will see a lucky consumer win a VIP trip to Ireland with a visit to the distillery.

The bottle can be found across Tesco, Sainsbury’s, Morrisons, Waitrose and Amazon now with an RRP of £21 per bottle.

Kate Webb, global innovation manager at Tullamore D.E.W., said: “This isn;t just about a fresh cost 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.”