Flavoured spirits are all the rage, particularly among younger generations. In the whiskey space, these expressions offer a more approachable and versatile entry point; however, innovation needs to be tactful – go too far and you run the risk of becoming a gimmick that aficionados detest and newcomers resist.

Recognising the opportunity and potential pitfall of flavour innovation, leading Irish Whiskey Tullamore D.E.W. partnered with expert roasters to create a bold new experience that sweetens the lingering burn of whiskey, while still offering the depth and complexity. The result is Tullamore D.E.W. Cafe Honey, a new expression that blends coffee, honey, and the smoothness of triple-distilled Irish whiskey.

To bring this bold new offering to life, the William Grant & Sons-owned brand partnered with independent drinks specialists Knockout to craft a design that both honours Tullamore D.E.W.’s 192-year heritage and brings a modern twist to the category. The design focuses on premium simplicity, incorporating subtle elements that amplify the whiskey’s more sophisticated flavour story.

The dark amber label is brought to life with subtle, richly textured swirls that evoke the layered complexity of coffee, honey, and whisky. A honeycomb pattern in tactile varnish adds further depth, while a tiny bee buzzing around the brand’s iconic Irish wolfhound delivers a playful yet sophisticated nod to Tullamore’s down-to-earth character. Café-style typography for the variant name, paired with golden icons along the bottle’s side, completes the flavour story with warmth and premium charm.

“It was an exciting opportunity to work with such a historic brand,” comments Dom Burke, Executive Creative Director at Knockout. “Tullamore sets itself apart with equities that show real pride in its roots. We needed to tell the flavour story in a way that complemented and respected the brand’s authenticity – a design that was simple, intuitive and premium.”

Tom Stannard, Global Head of Innovation and Design, Tullamore D.E.W. added, “Tullamore isn’t just a name – it’s our home. By introducing Café Honey, we continue to reinforce our brand promise to consumers, to spark real, local connection. It’s a concept that combines three local crafts, inspired by two drinking cultures, blending into one truly unique liquid. Café Culture meets Irish Whiskey. A match made in Tullamore. Knockout’s design helps us deliver this distinctive message in a visually striking way that stays true to our roots.”