Marketing

Tullamore Dew’s new bottle to launch in July

Tullamore Dew has a premium new look said to embody the brand’s award winning taste and authenticity. The new bottle will start appearing on shelf in the Republic of Ireland from the 16 July 2012. Featuring a selection of gold medals won from the critics for its smooth yet complex taste, it builds on the Tullamore Dew bottle shape; with a new front label that wraps around the bottle, featuring tasting notes and the unique distillation and blending process, which has been passed down through the generations. Also, embossed onto the glass and label is also the date of 1829, the year Tullamore distillery was built.

Tullamore Dew is currently one of the fastest growing Irish whiskey brands, almost doubling sales since 2005. The multi-million dollar investment behind the brand, which includes the repackaging, the redevelopment of the Tullamore Dew Heritage Centre, and the recent announcement of a new Tullamore Dew Distillery has been prompted by the brand’s rapid growth.  In ROI the brand has grown rapidly over the last year with volume sales +38% *, making it the fastest growing whiskey in 2011. *(Source: Nielsen On & Off Trade Audit, MAT Dec ’11)

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