Tullamore D.E.W. unveils a fresh twist on 200 years of whiskey tradition

Tullamore D.E.W. new bottle 2024

New design reflects the brand's history, featuring the iconic Irish Wolfhound front and centre



20 March 2024

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Award-winning Irish whiskey, Tullamore D.E.W. has launched a fresh new look to honour its roots in Tullamore. The new design represents “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 centre.

Symbolic wolfhound

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 1950s. This proud hound will now be front and centre on every bottle of Tullamore D.E.W.  across the globe.

New bottle design

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.”

“We’re delighted to bring back our loyal and proud mascot, the beloved Wolfhound, to the front of the bottle,” Webb added. “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.”

Global campaign

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, visit www.tullamoredew.com.




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