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Award-winning Tullamore D.E.W. has launched a fresh new look, with the bottle’s updated design honouring the brand’s roots in Tullamore — 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.

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

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.”