Today, Tullamore D.E.W., one of the world’s fastest growing Irish whiskeys, is proud to announce the release of a new variant, Tullamore D.E.W. Phoenix. Born by the strength of a town who witnessed the first ever air disaster on record, the new limited edition Tullamore D.E.W. Phoenix celebrates the ultimate courage and optimism of the Tullamore people, who driven by a positive spirit, rebuilt their town, and established the Tullamore Distillery in 1829.
It was May 10th, 1785, when the famous hot-air balloon fire occurred at Barrack Street (now Patrick Street) in Tullamore town. The accident created a huge inferno that destroyed much of the town. In the face of this destruction, the undaunted people of Tullamore rebuilt their town over the following decades, including construction of the Tullamore D.E.W. distillery on the very site of the disaster, and the subsequent introduction of its whiskey to the world. Building on that tradition of courage and optimism, they placed the phoenix symbol in the town’s coat of arms to signify a basic belief – ‘all will be well when you face life with optimism.’ Continue reading