Award-Winning BUSHMILLS® Single Malt Irish Whiskies Get Stunning New Pack

Today BUSHMILLS Irish Whiskey unveiled new premium packaging for its 10, 16 and 21 Year Old Single Malts which is guaranteed to drive awareness of the multi-award winning Irish Whiskies.

The new packaging was unveiled to global media at a special event at London’s famous Irish bar, Waxy O’Connor’s. Hosted by Helen Mulholland, Master Blender for BUSHMILLS, the exclusive gathering had the opportunity to be the first to taste from bottle number one of the new look BUSHMILLS 21 Year Old Single Malt.

The bold redesign looks set to bring the BUSHMILLS range of Single Malt Irish Whiskies to the attention of a wider audience, at a time when Irish Whiskey is outperforming all other International spirits categories¹.

The new packaging features striking imagery of the Old Bushmills Distillery, embossing of the 1608 original licence to distil date and a prominent display of the trademark BUSHMILLS Pot Still – features which are testament to the heritage, authenticity and quality of the entire range of BUSHMILLS Single Malt Irish Whiskies.

In March this year, the BUSHMILLS 10, 16 and 21 Year Old Single Malt Irish Whiskies all won gold medals at the San Francisco World Spirits Competition, while, in February, BUSHMILLS 21 Year Old Single Malt was also named the World’s Best Irish Single Malt Whiskey at the prestigious World Whiskies Awards in London.

Helen Mulholland, Master Blender for BUSHMILLS, said: “We’re immensely proud of our Single Malts and it’s great to see their quality recognised around the world this year. The new packaging builds on that sense of pride and helps us tell a unique story about the 400 years of local Malt distilling expertise which has led BUSHMILLS to be voted the world’s best Single Malt Irish Whiskies*.”

BUSHMILLS Global Brand Director, Sam Reader, added: “Irish Whiskey is outperforming the market growing at 7% year on year, faster than any other International spirits category¹. This is a great opportunity for both BUSHMILLS and the trade to drive sales of Single Malt Irish Whiskies in a growing and competitive market.

“We know that today’s consumer wants to know, more than ever before, that what they’re buying has real heritage and roots. When they buy BUSHMILLS they know that they are buying a whiskey with a unique history and provenance. As we designed our new packaging we wanted to create something that would tell that story and emphasise the authenticity of BUSHMILLS Single Malts. I believe it’s something we can all be very proud of.”

Helen Mulholland added: “Our Single Malts have a great taste and there’s something for everyone in the range – even for those who have never thought about drinking a Single Malt before. They’re triple distilled for extra smoothness and unlike Scotch Malts they have no smokiness, allowing you to get straight to the unparalleled taste of Malt.

“We’re delighted that the new Single Malt packaging continues to match the undoubted quality of our whiskey.”

The new packaging is available now in global travel and key Bushmills markets.

The new BUSHMILLS Single Malt Irish Whiskey packaging:
• Features the Old Bushmills Distillery on the outer case to reflect the brand’s heritage and authenticity
• Highlights the taste created by the fine casks used in the maturation process at the Old Bushmills Distillery
• Features 1608, the date of the original licence to distil granted to the area now known as Bushmills, embossed on the front of the glass bottle, making it more tactile
• Includes the original BUSHMILLS trademark Pot Still device, an indication of the quality of the brand.

About BUSHMILLS:
BUSHMILLS Irish Whiskey is made at Ireland’s oldest working distillery in Co. Antrim, Northern Ireland. The brand portfolio includes six multi-award winning whiskeys: BUSHMILLS Original, BLACK BUSH, BUSHMILLS 10 Year Old Single Malt, BUSHMILLS 16 Year Old Single Malt and BUSHMILLS Malt 21 Year Old Single Malt. BUSHMILLS is the only distillery in Ireland to make triple-distilled Malt Whiskey. This is at the heart of all BUSHMILLS Whiskies and creates a unique combination of smoothness and richness.