Bushmills® Irish Whiskey has unveiled a new bottle and pack for its iconic single malts. The range includes 10, 16, and 21 Year Old references which are now available across the island of Ireland.
In an era of unprecedented global growth for the premium single malt category, the new pack provides a distinctive platform to showcase Bushmills single malts’ timeless excellence and underlines Bushmills’ pre-eminence as the original single malt Irish whiskey from the world’s oldest licensed whiskey distillery.
A stone’s throw from the Old Bushmills Distillery in County Antrim, the Giant’s Causeway has been a source of inspiration to Bushmills for centuries. The new bottle, designed by New York agency Stranger and Stranger, is broad-shouldered and angular, taking inspiration from the legendary columns and integrates subtle features such as its hexagonal punt mirroring the Causeway stones.
Vibrant colours across the range bring a contemporary elegance while discrete embossing on the side panels honours Bushmills’ 1608 heritage and iconic pot still. Quality crafted parchment labels are complemented by varnished wooden cork closures for the 10 and 16 Year Old while a bold matt black zamac cap sets off the gunmetal label and gold features of the iconic 21 Year Old.
Bushmills’ Master Distiller Colum Egan said, “I am proud to put my signature to our new single malt bottles. The result of thorough reflection and considerable work by our marketing and Old Bushmills Distillery innovation teams, the new packaging certainly provides a stage for our single malts befitting of Bushmills’ status as the pioneer of Irish single malts and worthy of our generations of master whiskey makers.
“These designs underpin our Bushmills character and quality while delivering a strong and confident appeal to the new generations of single malt explorers worldwide.”
As long-standing leaders in Irish whiskey, with the most awarded Irish single malt portfolio, Bushmills’ reputation for both its quality and aged stock is unparalleled. For over 400 years, Bushmills whiskey has been created by generations of expert craftsmen steeped in a unique tradition, and where whiskey-making skills have been passed down from generation to generation.
Egan continued, “Although our bottles have changed, our whiskey has not. We are still making whiskey the old way; the way our great-grandparents and their great-grandparents made it at the Old Bushmills Distillery. Our respect for tradition ensures we’re just as uncompromising about quality as those who came before us. We will continue to maintain our iconic taste and quality of our signature smooth Bushmills Irish Whiskey single malts.”
The RRP for BUSHMILLS 10 YEAR OLD SINGLE MALT is €45/£32 per 700ml bottle and has an ABV of 40%. The RRP for BUSHMILLS 16 YEAR OLD SINGLE MALT is €95/£75 per 700ml bottle and has an ABV of 40%. The RRP for BUSHMILLS 21 YEAR OLD SINGLE MALT is €175/£160 per 700ml bottle and has an ABV of 40%.