Independent distilling company William Grant & Sons has relaunched its Irish whiskey Tullamore Dew in premium packaging, giving increased emphasis to the brand’s identity and heritage extending back to 1829.
Described as “a timeless new look with a modern twist”, the new packaging is said to highlight Tullamore Dew’s “award-winning credentials”.
Mark Collins, marketing controller for Tullamore Dew at distributor First Drinks says: “Tullamore Dew is currently one of the fastest growing Irish whiskey brands globally, with sales almost doubling since 2005.
“It’s a relative newcomer to [UK] shores but since re-launching last year with significant on-going investment including outdoor advertising at key times such as St. Patrick’s Day, Tullamore Dew has become a rising star locally here in the UK as well.
“We are confident that the new Tullamore Dew packaging will help take the brand to the next level by better telling our authentic story, whilst maximising the impact of the brand’s iconic bottle shape on the shelf and back bar.”
A blend of all three types of Irish whiskey – pot still, malt and grain – Tullamore Dew is triple distilled and matured in specially seasoned oak casks to develop its complexity.
As well as supporting the brand with substantial marketing investment, earlier this year William Grant & Sons announced plans to fund a new state of the art distillery in Tullamore town, west of Dublin in Ireland.
Tullamore Dew Irish whiskey relaunched
