Award-Winning BUSHMILLS(R) Single Malt Irish Whiskies Get Stunning New Pack

LONDON, Nov. 5 /CNW/ - BUSHMILLS Irish Whiskey has unveiled new premium packaging for its 10, 16 and 21 Year Old Single Malts.

(Photo: http://www.newscom.com/cgi-bin/prnh/20101105/418444-a)

(Photo: http://www.newscom.com/cgi-bin/prnh/20101105/418444-b)

The new packaging was unveiled to global media at a special event at London's famous Irish bar, Waxy O'Connor's, with guests given the opportunity to be the first to taste from bottle number one of the new look BUSHMILLS 21 Year Old Single Malt.

The bold redesign looks set to bring the BUSHMILLS range of Single Malt Irish Whiskies to the attention of a wider audience, at a time when Irish Whiskey is outperforming all other International spirits categories(1).

The new packaging features striking imagery of the Old Bushmills Distillery, embossing of the 1608 original licence to distil date and a prominent display of the trademark BUSHMILLS Pot Still - features which are testament to the heritage, authenticity and quality of the entire range of BUSHMILLS Single Malt Irish Whiskies.

BUSHMILLS Single Malts have been voted the World's Best Single Malt Irish Whiskies. In March this year, the BUSHMILLS 10, 16 and 21 Year Old Single Malt Irish Whiskies all won gold medals at the San Francisco World Spirits Competition, while, in February, BUSHMILLS 21 Year Old Single Malt was also named the World's Best Irish Single Malt Whiskey at the prestigious World Whiskies Awards in London.

Helen Mulholland, Master Blender for BUSHMILLS, said: "We're immensely proud of our Single Malts. The new packaging builds on that sense of pride and helps us tell a unique story about 400 years of local Malt distilling expertise."

BUSHMILLS Global Brand Director, Sam Reader, added: "Irish Whiskey is outperforming the market, growing at 7% year on year, faster than any other International spirits category*. 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.

"We know that today's consumer wants to know that what they're buying has real heritage and roots. When they buy BUSHMILLS they know that they are buying a whiskey with a unique history. As we designed our new packaging we wanted to create something that would tell that story and emphasise the authenticity of BUSHMILLS Single Malts. I believe it's something we can all be very proud of."

The new packaging is available now in global travel and key Bushmills markets.

(1) IWSR 2005 - 2009

For further information:

Neil Brittain, Smarts, T: [phone], M: [phone], E: [email protected]; Kerri Warnock, Smarts, T: [phone], M: [phone], E: [email protected]