Walsh Whiskey reveals new look and design for Writers’ Tears

Writers’ Tears, the super-premium Irish whiskey from Walsh Whiskey, has revealed a suite of enhancements to its bottle, label and packaging. Key features include the introduction of a cork stopper, a large glass tear drop embossed onto the bottle shoulder, and updated label to reinforce the brand’s high-end positioning.

The elegant new look for the Writers’ Tears core range

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.”

Features include the introduction of a cork stopper, a large glass tear drop embossed onto the bottle shoulder, and updated label to reinforce the brand’s super-premium positioning

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 six expressions has its own uniquely coloured gift box. The redesigned bottle and gift box packaging are fully recyclable, with the box made from recycled fibre (73%).

With strong support from Bord Bia’s Insight Centre – ‘The Thinking House’, Bernard Walsh commissioned design and brand consultancy Stranger & Stranger to develop the brand refresh which is being applied across all livery for the six expressions of Writers’ Tears.

Writers’ Tears is among the Irish whiskeys that has symbolised the category’s rise over the last two decades

The core range comprises three expressions: 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.

In addition, Walsh Whiskey has invested in an updated website (www.walshwhiskey.com) designed and built by Dublin brand consultancy Slater. The website introduces what the company said are several ‘firsts’ to the Irish whiskey category:

  • A Worldwide Stockist Locator that enables consumers to easily identify where they can source bottles of Writers’ Tears & The Irishman.
  • An Interactive Flavour-wheel that helps consumers find the expression of whiskey to suit their palate from the range of 14 premium and super-premium whiskeys in the extended Walsh Whiskey range (Writers’ Tears & The Irishman).

Walsh Whiskey also includes nutritional information on the redesigned website for all expressions.

The brand refresh is being applied across all livery for the six expressions of Writers’ Tears

The bottle and label enhancements include:

Closure – Cork & Foil

The cork is wrapped in a foil seal which must be broken before the cork can be removed. The foil features the Writers’ Tears logo medallion on the neck of the bottle. The medallion also appears on the surface of the wooden cork stopper.

Bottle

Writers’ Tears tall, Victorian-styled bottle now features both an embossed and debossed feature. A large teardrop has been embossed onto the bottle at shoulder level and positioned above and to the front of the main label. The Writers’ Tears name itself has been debossed onto the glass base of the bottle, which has been deepened. The bottle is also slightly wider (2mm) and heavier (100gm) than before.

Labelling

The main label has been lengthened and given clean, straight lines; the key letters ‘WT’ are cut into the top left hand label margin; each expression is assigned a notional ‘chapter number’ of its own to denote the chronology of their creation – with Copper Pot designated as chapter ‘01’.

Limited and Single Cask editions have their own slightly differentiated design elements to allow for special ‘typed’ or ‘handwritten’ notes about the special expressions.

The label on the bottle-neck carries the technical detail of each whiskey including the whiskey, cask and still types; the batch and bottle number.

Gift Box

New gift boxes have been designed for the entire range, featuring an intricate graffiti-style illustration which pays tribute to great Irish writers, past and present.

The enhancements have been applied to all six expressions in the range:

Core Range

  • Writers’ Tears Copper Pot – Chapter ‘01’
  • Writers’ Tears Red Head – Chapter ‘02’
  • Writers’ Tears Double Oak – Chapter ‘03’

Limited Edition Range

  • Writers’ Tears Cask Strength – Chapter ‘04’
  • Writers’ Tears Marsala Cask Finish – Chapter ‘05’
  • Writers’ Tears Mizunara Cask Finish – Chapter ‘06’
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