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• Bushmills repackages its successes

05 Nov

If your favorite watering hole in the coming weeks seems to have stocked a new expression of Bushmills, don’t be confused. It’s just the packaging that has been changed.

The Irish distiller today unveiled new premium packaging for its 10, 16 and 21 year old single malt Irish whiskies. The redesign features an image of the Old Bushmills Distillery, embossing of the 1608 original distilling license and the trademark Bushmills Pot Still.

The change is timed to create additional marketing attention in the wake of Bushmills’ 10, 16 and 21 year olds this year winning gold medals at the San Francisco World Spirits Competition, and the 21 year old being named “World’s Best Irish Single Malt Whiskey” at the World Whiskies Awards in London.

Helen Mulholland (left), Bushmills’ master blender, said, “We’re immensely proud of our single malts. The new packaging builds on that sense of pride and helps us tell a unique story about 400 years of local malt distilling expertise.”

Bushmills and other Irish distillers are on a roll, with the Irish whiskey category outperforming all other segments of the international spirits category in sales this year.

Check out my New York Drinks Events Calendar, the most comprehensive you’ll find anywhere.

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Posted by on November 5, 2010 in Marketing, Whiskey

 

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