Big news from the heart of Ireland! The award-winning Tullamore D.E.W. has launched a fresh new look. The updated design honours 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 1950’s. 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 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.

Tullamore D.E.W. is the original triple blend Irish whiskey; by combining three spirits, the blend gives us three dimensions of flavour to explore; malt whiskey gives us fruit, pot still whiskey gives us spice, and grain whiskey gives us sweet. These three spirits come together to provide us with a balance of flavour like no other in the category.

Please contact your local William Grant & Sons Australia representative for all purchase enquiries on 02 9409 5100 or

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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