A tale of character: You can call me Tully!

When it comes to Tullamore D.E.W’s name and origin, the story is even more thrilling than the folks and fables. Back in 1829, the original triple distilled, triple blended whiskey, Tullamore D.E.W., was born. But how, you might ask? Nestling in the valley under the heathery crest of the Slieve Bloom Mountains, was an Irish town with great assembly, called Tulach Mhor – more commonly known as Tullamore. And the tale starts there.


Tullamore D.E.W. is named after Daniel E. Williams, a self-made man who worked his way up from his role as a stable boy at a distillery, to eventually become the owner. In his new role, he created a whiskey so distinctive and character-filled, it could only be stamped with his initials: D.E.W.


With an intriguingly smooth yet complex character, suitable for every palate and every occasion, this Irish whiskey soon becomes world-renowned. After all these years, Tullamore D.E.W. is embracing the spirit of its creator, and reinventing itself. You can now call it, Tully.


‘The new nickname forms part of a global strategy to incorporate a more modern look and feel for the brand, highlighting the fact that it can be enjoyed anywhere, by anyone and is perfect for any occasion, explains Shaun Stemmet, Brand Manager for Tullamore D.E.W. in South Africa.


‘The decision was based on embracing change but still respecting the roots of where Tully came from. This comes to life with the new colours and tagline, while still keeping with the bottle as the original classic design. We’re not changing the spirit – it’s the same great taste, with a new nickname.’


It is unclear if it will still be nicknamed ‘Tully’ years from now. But for the time being, there is nothing better than chilling with an icy tumbler of Tully Tonic – or as D.E.W. might’ve said, “relaxing away in ‘Tullyville’ in your truest character.”