Tullamore D.E.W., the World #2 Irish whiskey brand, has officially unveiled their brand new look for the historic brand.

According to Tullamore’s parent company, William Grant & Sons, this rebrand has been in the works for the last four years and is a modern take on the Tullamore D.E.W. brand, bringing the town and traditional Irish Wolfhound back to the Tullamore branding.

The new rebrand sees each of the Tullamore D.E.W. variants change their labelling as well as picking up a new updated curved body bottle, which now is embossed and acts to add better grip in the hand for pouring.

Tullamore promises that the whiskey inside remains the same, with the snappy tagline “New Look, Same Great Whiskey”. The new bottle has additional sustainability elements, boasting a 27% reduction in weight of glass, which drastically reduces the carbon emissions of both production and transportation of the whiskey bottle.

Speaking on the packaging refresh, Kate Webb, Global Innovation Manager for Tullamore D.E.W., said: “Tullamore is not just a name – it’s our home, and the spirit of our close-knit community inspires everything we do.”

Posting on her LinkedIn account, Kate goes on to say “We worked closely with Here Design on the pack which we believe will give us that extra bit of distinctivity on shelf and emit the quality of our whiskey.
We are also proud to bring back the Wolfhound front and centre of the label and across all our Comms. 

“Note also the wonderful emboss- Tullamore Heart of Ireland. It has a gorgeous tactile feel to it”

The new Tullamore D.E.W. packaging will begin rolling out across all markets in a phased roll out from today.

This article originally appeared here courtesy of Matt Healy of Potstilled.com