Tullamore D.E.W. Unveil New Temporary Bottle Due to Supply Distribution

In the world of whiskey, there are innumerable challenges of getting your product to market, but not having any bottles to put your whiskey into is a pretty big problem.

This is exactly the problem faced by the Tullamore D.E.W. team in Ireland who received a call one morning to learn that the manufacturer of the iconic rectangular Tully bottle, had caught fire and would not be able to meet supply of the glass for a number of months.

The Tully team went into overdrive to find a solution to the bottle shortage, as to not impact the supply of one of the World’s most popular Irish whiskeys to any market. The team at Tullamore D.E.W. has said that they are now pleased to announce that “a round glass bottle has been found that looks different from the popular and distinctive original bottle, yet delivers the same award-winning smooth Irish whiskey flavour from Tullamore.”

Example of German market out of home communication informing about bottle change.

Tullamore D.E.W. Global Brand Director, Nora Torpey stated that “..we don’t let an unexpected challenge throw us off course, we immediately looked at various options before finally finding a round bottle as the ideal temporary solution.”

The new bottles will be available in stores as a limited edition from mid-April. Irish whiskey fans will be informed about the new limited edition via social media and external brand communications.

Global Brand Director, Nora Torpey continued “We didn’t plan on launching a new bottle this year, but we had to! It won’t stay like this forever and so we will be reintroducing our original bottle soon and continuing the cooperation with our supplier. The good news is that while the bottle looks different in the short term, the whiskey inside is of course the same.”

The new bottles will roll out in select markets across Europe, including but not restricted to; Germany, Poland, Sweden, and Denmark. It is expected that only the next 2-3 months of production of Tullamore D.E.W. will be placed into these new glass bottles.

Images: William Grant & Sons – Tullamore D.E.W.

Leave a Reply

Up ↑

%d bloggers like this: