Whiskey celebrates its licence to distill

11 January, 2008

Diageo has extended its Bushmills Irish whiskey portfolio to coincide with the brand's first global ad campaign.

A special -edition blended

Bushmills 1608 has been released to celebrate next year's 400th anniversary of the granting of Bushmill s' original licence to distil.

The new expression - which doesn't contain whiskey dating back to 1608, but

combines "some classic features of Bushmills whiskeys, such as triple distillation, with a pioneering process of distillation using crystal malt " - launches in February, priced at £49 and with a 46 per cent abv.

Running with the strapline: Irish at its Best, the ad campaign will include

10 print executions featuring real employees from the Old Bushmills Distillery.

The push forms part of a £6 million investment by Diageo in

the brand's production and marketing, which will include "further campaign activity and product innovations" to be revealed later in the year, according to a spokesman.

Bushmills has also secured the position of the official spirit of the Irish national rugby team and has appointed former international rugby union player Keith Wood as Bushmills' Rugby Ambassador.

The tie-up with the sport will run throughout

this year and will focus

heavily on the Six Nations championship, which kicks off in February.

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