Walsh Whiskey have unveiled a full product & identity rebrand of their Writers’ Tears Irish Whiskey brand. The new look will be available across all 50 existing markets, promising all new and future customers that they can now look forward to the comforting feeling and sound of a cork slowly easing from the bottle every time they go to pour a dram, or taoscán (tash-cawn), to use the Irish term for a serving of whiskey.
Anyone that has read my articles or listed to Potstilled Radio, our Irish whiskey podcast series, knows that I adore a aesthetically designed bottle and this rebrand offers just that. The bottle boasts a large glass tear drop embossed onto the bottle-shoulder, above and to the front of the main label, with ‘Writers Tears’ embossed on the foot of the bottle.
Launching in Ireland as the home market, the newly minted Writers’ Tears will be available in Tesco, Dunnes, Supervalu, O’Brien’s and all independent retailers/off licences.
Revealing the exciting new design features, Bernard Walsh, co-founder of Walsh Whiskey and creator of Writers’ Tears said: “We created Writers’ Tears in 2009 and this is the first time we have redesigned and enhanced the Writers’ Tears bottle and packaging for its loyal followers the world over. By introducing a cork, while embellishing and enhancing the bottle and label, Writers’ Tears is making a bolder statement to consumers – be that on premise, in store or at home – that better reflects the super-premium positioning of the range.”
Walsh added: In particular, I have been planning to introduce a cork to the bottle for some time. To me it’s the sound of well-earned relaxation, to be either shared or contemplated alone with one’s thoughts.”
The cork is wrapped in foil imprinted with the Writers’ Tears logo and the gift box has been redesigned to feature many of Ireland’s greatest writers, such as Oscar Wilde and James Joyce, rendered in a funky, graffiti style. Each expression in the range of 6 expressions has its own uniquely coloured gift box. The redesigned bottle and gift box packaging are 100% recyclable, with the box made from recycled fibre (73%).
With strong support from Bord Bia’s Insight Centre – ‘The Thinking House’, Bernard Walsh commissioned the renowned London drinks packaging design and brand consultancy, Stranger and Stranger, to develop the brand refresh which is being applied across all livery for the six expressions of Writers’ Tears. The core range comprises three expressions, namely: Copper Pot, Double Oak and Red Head. Two of the limited-edition expressions in the range are under the Writers’ Tears Copper Pot line and feature rare cask finishes – Marsala and Mizunara. The third limited-edition expression is a Cask Strength vintage which is produced annually.