Irish whiskey brand Tullamore D.E.W. has revealed its updated bottle design ahead of St Patrick’s Day on Sunday 17 March.

 

The new design centres the brand’s iconic Irish wolfhound, which first appeared on the bottle in the 1950s to symbolise the Tullamore D.E.W. values of loyalty, friendship, and strength. 

 

The bottle itself has also been updated, losing around 27 per cent of its glass weight for a sleeker profile.

 

Kate Webb, global innovation manager for Tullamore D.E.W., commented: “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 shared 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. 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.”

 

The refreshed bottle design will be available to purchase from March 2024.