Carlow, November 03, 2020. new cap, bottle and label enhancements highlight the super-premium positioning of the internationally acclaimed range of 6 Irish whiskeys. A new website introduces the category of Irish whiskeys for the first time.

Writers’ Tears has unveiled a series of exciting enhancements to its iconic bottle, label and packaging. Writers’ Tears lovers in more than 50 countries, in particular, can now look forward to the soothing feeling and sound of a cork slowly coming out of the bottle as they pour themselves a dram or taoscán (tash-cawn), which is the Irish term for a serving of whiskey. The elegant bottle also undergoes a special revision, especially with a large glass teardrop imprinted on the shoulder of the bottle to the main label.

Bernard Walsh, co-founder of Walsh Whiskey and creator of Writers’ Tears, revealed the exciting new design features:

We launched Writers’ Tears in 2009 and this is the first time we have redesigned and improved the bottle and packaging of Writers’ Tears for their loyal followers around the world. By introducing a cork that simultaneously beautifies and enhances the bottle and label, Writers’ Tears is making a bolder statement to consumers – whether on-site, in-store or at home – that better reflects the super-premium positioning of the range,” Walsh added: “In particular, I’ve been planning to introduce a cork for some time. For me, it’s the sound of well-deserved relaxation, shared either with others or with yourself and your own thoughts.

The cork is wrapped in foil with the Writers’ Tears logo printed on it, and the gift box has been redesigned to feature many of Ireland’s greatest writers, such as Oscar Wilde and James Joyce, in a funky graffiti style. Each quality from the range has its own unique colored gift box.

With strong support from Bord Bia’s Insight Centre – ‘The Thinking House’, Bernard Walsh commissioned renowned London-based beverage packaging design and brand consultancy, Stranger and Stranger, to develop the brand refresh. The Core range includes three grades, namely Copper Pot, Double Oak and Red Head. Two of the limited editions in the range are part of the Writers’ Tears line Copper Pot and have rare cask finishes – Marsala and Mizunara. The third limited edition is a Cask Strength vintage produced annually.

Walsh Whiskey has used the refresh of the Writers’ Tears brand as an opportunity to invest in a new website (www.walshwhiskey.com), designed and built by Dublin-based brand consultancy Slater. The new website introduces a number of new additions to the Irish Whiskey category, designed to make it easier for consumers to identify their favorite from the Walsh Whiskey range:

• A Worldwide Stockist Locator that allows consumers to easily identify where they can purchase bottles of Writers’ Tears & The Irishman.
• An interactive taste wheel to help consumers find the ideal whiskey for their palate from the 14 premium and super-premium whiskeys in the expanded Walsh Whiskey range (Writers’ Tears & The Irishman).

Walsh Whiskey has also decided to include nutritional information on its redesigned website for all grades to enhance the consumer experience and provide additional information to followers of its whiskeys.

About Writers’ Tears

Founded in Carlow, Ireland, in 1999 by Bernard and Rosemary Walsh, the company is now regarded as one of the leading independent producers of traditional triple-distilled premium Irish whiskey. The two product lines, The Irishman Whiskey and Writers’ Tears, are already distributed in more than 40 countries. Under the leadership of founder Bernard Walsh, the company’s own distillery was opened in Royal Oak, near Carlow. The new facilities will be fully commissioned in 2016. This means that nothing now stands in the way of expanding the Irishman Whiskey and Writers’ Tears brands and marketing them in more than 100 countries, including China and India, which are targeted for 2019.

www.walshwhiskey.com

About Bremer Spirituosen Contor

Bremer Spirituosen Contor GmbH was founded in 1994 as a subsidiary of GES Großeinkaufsring des Süßwaren- und Getränkehandels e. g.. As an intermediary trader of spirits, champagne, sparkling wine and wine as well as a general importer of international premium spirits in Germany, the company employs around 100 people at its headquarters in Bremen. In 2014, 2016, 2017 and 2018, Bremer Spirituosen Contor was awarded “Importer of the Year” at the International Spirits Competition (ISW) for its exclusive brands.