New look for Bushmills

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Mongezi Mtati

Bushmills Irish Whiskey has launched a new bottle shape and branding in South Africa, as part of a worldwide rollout that represents an investment of £1.75m by Diageo, part of an ongoing investment programme by the company of over £10.5m since it acquired the brand in 2005.

The bottle communicates the quality and heritage of the brand through a number of distinctive and key features. It has a new shape, with defined arched shoulders and strong lines that ensure great on shelf standout and visibility. The embossing of the 1608 licence to distil date, the famous original Bushmills trademark Pot Still device and an indented curvature all give the bottle a tactile feel, while celebrating the history and heritage that are part of every bottle. The colour palette of gold and black symbolises the quality of the product.