Bushmills® Irish Whiskey has rolled out a new bottle and pack for its iconic single malt range spanning 10, 12, 16, and 21 Year Old references. The range - already available in some markets - is expected to reach all key global markets by early 2022.
A departure from Bushmills use of its iconic heritage bottle across all references to date, the dedicated single malt range is introduced in context of unprecedented growth of the premium single malt category globally over recent years, and Bushmills’ fast accelerating momentum within it. 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.
Among the defining design features, 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, 12 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.
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 – the world’s oldest licensed whiskey 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.”
Ripe fruit, creamy milk chocolate and toasted wood.
Bushmills 10 Year Old single malt whiskey is triple distilled from 100% malted barley and matured for at least 10 years in sherry butts and bourbon barrels, giving it extra luscious notes of vanilla honey, ripe red fruits and creamy milk chocolate.
CASKS: Bourbon barrels and sherry butts
COLOUR: Amber gold
NOSE: Initial accents of zesty citrus fruits intertwine with the distinctive Bushmills honey character, precede lingering sweet aromas of fresh vanilla and creamy milk chocolate
TASTE: On the palate, mellow sweet notes of vanilla, milk chocolate and fresh honeysuckle married with delicate traces of toasted oak
FINISH: A crisp finish that dwindles gently on the palate
HOW TO DRINK: Enjoy neat, with ice or a small drop of still water
BUSHMILLS 12 YEAR OLD
Rich dried fruit, warming spices and caramelized brown sugar.
Bushmills 12 Year Old single malt whiskey is triple distilled from 100% malted barley and matured in Oloroso sherry butts and bourbon barrels before being finished in marsala barriques from Sicily.
These fortified wine casks layer on extra notes of ripe spiced fruit, deeper sweet notes, like brown sugar, and a delicate nutty dryness.
CASKS: Bourbon, sherry and marsala
NOSE: A full-bodied intriguing aroma of dried fruits, spices with sweet, candied apple
TASTE: Creamy on the palate with notes of rich honey, spiced fruit and caramelised brown sugar, with a distinct nutty malt character
FINISH: Strong and slightly dry, the complexity of the flavours linger on the palate with hints of warming ginger and spiced pear
HOW TO DRINK: Savour neat or with just a small drop of still water
Caramelized red berries, toasted nuts and vanilla spice.
Bushmills 16 Year Old single malt whiskey is triple distilled from 100% malted barley and matured in Oloroso sherry butts and bourbon barrels before being finished for up to a year in port pipes. This unique combination of casks imbues it with big and bold notes of concentrated dark fruits, nutty treacle toffee and dark chocolate.
CASKS: Sherry, bourbon and port
COLOUR: Ruby red
NOSE: The robustness of the three woods is immediately evident with big aromas of treacle toffee intermingling with accents sweet spices of cinnamon and nutmeg
TASTE: Robust flavours of caramelised peaches and mango marry notes of toasted almonds and walnuts, giving exceptional depth and complexity
FINISH: Layered and lingering, initial notes of concentrated jammed berries progresses into a silky milk chocolate finish
HOW TO DRINK: Best savoured neat or over ice
Dark chocolate, ripe fruit and sweet hazelnuts.
Bushmills 21 Year Old single malt whiskey is triple distilled from 100% malted barley and matured in Oloroso sherry butts and bourbon barrels before being finished for two years in Madeira casks. This imbues our whiskey with rich notes of ripe fruit, like succulent apricots and juicy raisins, and gives a beautiful, caramelized nuttiness with hints of smooth dark chocolate.
CASKS: Sherry, bourbon and madeira
COLOUR: Deep mahogany
NOSE: Rich aromas of fresh honey and ripe summer fruits combine with delicate notes of sweet hazelnuts and cacao
TASTE: Deep rich flavours of dark chocolate and toffee precede notes of vanilla sweetness, toasted nuts and just a hint of charred oak
FINISH: Long and delicate, synonymous of the subtle flavour journey of this unique triple wood single malt whiskey.
HOW TO DRINK: Best savoured neat