The classic (and inexpensive) Irish whiskey brand Tullamore Dew is getting a full rebranding, with a new bottle design and a new name: Tullamore D.E.W., initialized after its founder Daniel E. Williams. While the press release below curiously plays down the tweaked product name, it does speak to some other big things afoot at “The Dew.” The new bottle photo appears at the bottom of the post.
NEW YORK, NY – Tullamore D.E.W., one of the world’s fastest growing Irish whiskeys, is putting a long-term plan in motion for the continued growth and development of the award-winning brand. Experiencing strong year on year growth in an increasingly popular category, Tullamore D.E.W. is building its future by strengthening the ties to its past with the re-opening of the Tullamore D.E.W. Visitor Centre, returning distillation of the liquid to the town of Tullamore and redesigning the Tullamore D.E.W. Original bottle. These developments will set the stage for the triple-distilled, triple-blend whiskey to build more awareness, accessibility and understanding of the brand and its Irish True heritage with consumers.
Tullamore D.E.W. was founded in tumultuous times and persevered through the vision and drive of Daniel E. Williams whose initials comprise the name. The brand embodies the essence of the Irish spirit, both poetic and rebellious, captured and celebrated through its Irish True campaign. The whiskey itself also represents this duality in its complexity and smoothness, a result of a unique triple blend of grain, malt and pot still whiskeys. Through these new actions, Tullamore D.E.W. is reaffirming its position as the one true choice in Irish whiskey and further strengthening its status as one of the world’s best loved whiskey brands.
Open on September 8th, 2012 in the town of Tullamore, Co. Offaly, Ireland, the Tullamore D.E.W. Visitor Centre is a modern, best-in-class brand experience with state-of-the-art facilities, a Whiskey Tour, an interactive history of Tullamore D.E.W. and expert tasting sessions catering to beginners and aficionados alike. Located on the banks of the town’s Grand Canal, the Centre is housed in a 104-year old building rich in architectural character that was originally the bonded warehouse for the distillery. Close to the main Dublin-Galway thoroughfare and only one hour from the capital, the Centre ultimately expects to attract up to 40,000 tourists annually to Tullamore and the Midlands region.
In conjunction with the re-opening of the Tullamore D.E.W. Visitor Centre, Tullamore D.E.W. has unveiled a new bottle design for its distinctive Original blend. Available for purchase now, the new pack emphasizes the heritage of the brand throughout the design by giving founder, Daniel E. Williams’ initials “D.E.W.” more prominence within the product name. Additionally, “1829”, the year the original Tullamore distillery was founded is embossed on the bottle along with a number of past gold medals the brand has won since its inception, celebrating its status as one of the most awarded Irish whiskeys.
Prompted by the brands rapid growth, now selling over 650,000 cases worldwide, and in addition to increased consumer demand for Irish whiskey overall, William Grant & Sons Ltd. announced last March its intent to return the production of Tullamore D.E.W. to the town of Tullamore after 60 years of distilling elsewhere. Work on the €35 million (approximately $43.5 million) distillery will break ground this month with expected completion in 2014.
“Tullamore D.E.W. represents the true essence of the Irish spirit and reaffirms its legacy in its hometown with the re-opening of the Tullamore D.E.W. Visitor Centre and the construction of the new distillery demonstrating our ultimate commitment to the region and to Irish whiskey,” says Ken Reilly, Category Marketing Director for William Grant & Sons, Inc. “The update to the new bottle highlights the brand heritage and ‘Irish True’ spirit, further establishing our determination to never compromise on the quality of the brand.”