Tullamore Dew

William Grant & Sons have launched the new packaging for their Tullamore dew Irish whiskey brand at Dublin Airport’s award-winning Irish Whiskey Collection.

The new labelling and bottle will be accompanies by a worldwide marketing campaign using the Tagline “Irish True”, as the family-owned firm seek to boost sales of the whiskey brand, which they purchased last year.

The new packaging keeps Tullamore Dew’s unique bottle shape but adds an embossed date of establishment to the bottle, along with a wrap around label.

The Moodie report quoted Global Brand Director, Shane Hoyne, as saying: “We have enormous belief in Tullamore Dew and believe that the introduction of a heavyweight integrated campaign and new-look packaging will accelerate the already phenomenal global growth of Tullamore Dew, further strengthening its position as one of the world’s best loved Irish whiskey brands.

“This belief is underlined by the imminent opening of the new Visitor Centre in Tullamore and our announcement of a €35 million investment in the building of a new distillery in Tullamore, returning production to its home town for the first time in 54 years, securing new jobs and ensuring the long term success of the brand.”