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Bushmills' new look

Published:  23 July, 2008

Diageo has created a new look for Bushmills Irish whiskey, and is also investing 500,000 in a marketing campaign.

The new label delivers increased shelf stand-out', according to the company, by placing more emphasis on the Bushmills name, while the new campaign is entitled Bushmills. In everyone a story' and is being aimed at men aged between 27 and 40.

The campaign, which involves consumer sampling across the country, also promises an authentic Irish storytelling experience for more than 80,000 consumers'.

Candice Burton, senior brand manager for Bushmills, said: While whisky is a mature category, there is an opportunity to increase the number of men drinking whiskey as part of their repertoire, and credible imported whiskey brands play a key role here.'

Pubs and clubs will also be giving away T-shirts, pocketbooks, and other point-of-sale material.