The new packaging features images of the distillery and an embossed 1608 date mark – the year it won its original licence to distil.
Global brand director Sam Reader said: “Irish whiskey is outperforming the market. 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.”?Meanwhile, Diageo is backing its Talisker malt whisky with a new global marketing campaign.
The Made by the Sea campaign focuses on the distillery’s Isle of Skye location and maritime associations.
The spend will be £1.6 million in the UK over the next year.
Global marketing manager Dan Hatton said: “Talisker has enormous potential for dynamic growth among existing and new single malt whisky drinkers.
“Made by the Sea succeeds in capturing and bringing to life the essence of this malt. The ad uses imagery to dramatise the contrast between the elemental power and experience of standing by a rugged coastline with the warmth and exhilaration of drinking Talisker.”?The campaign shots were taken by marine photographer Jean Guichard.