New look for Bushmills

20 August, 2009

Diageo is hoping to reinvigorate its Bushmills Irish whiskey brand with a facelift for the bottle.

From October, Bushmills will be available in new-look packaging which puts more emphasis on the 400-year heritage of the brand, and the medals it has won.

Diageo, which bought the brand from Pernod Ricard for £200 million in 2005, said the new bottle had “a more commanding structure” and would improve brand recognition.

“The new bottle gives prominence to 1608 – the year the Bushmills area received its original licence to distil - which is embossed on the bottle design,” the company said.

“The contemporary new label draws inspiration from the Bushmills archives and includes enhanced font and colour to improve standout on the shelves.”

Diageo said Bushmills was achieving strong volume growth in the off-trade imported whiskey sector, which has been performing well in recent years.

Bushmills marketing manager Ali Wilkes said: “Bushmills now has its largest share of the Irish whiskey market and is in strong growth. The new bottle design for Bushmills Original draws on the brand’s deep heritage and will drive the brand message that every bottle of Bushmills is Irish at its best.”

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