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Bushmills launches new bottles for single malt whiskey range

Bushmills has rolled out a new bottle and pack for its range of single malt whiskeys.

The Irish distiller is moving away from its heritage bottle for the first time in this redesign for its single malt whiskey range, which comprises 10, 12 16 and 21 Years Old expressions.

Created by New York design agency Stranger and Stranger, the angular new bottles are inspired by the Giant's Causeway, an UNESCO World Heritage Site close to the Old Bushmills Distillery in Co. Antrim. The bottles feature parchment labels in vibrant colours, complemented by varnished wooden cork closures for the 10, 12 and 16 Years Old whiskies and a matte black zamac cap for the 21 Years Old.

Bushmills says the revamped design, expected to roll out in all key global markets by early 2022, is in response to the unprecedented growth of the single malt market in recent years. It hopes the new pack will provide "a distinctive platform to showcase Bushmill single malts' timeless elegance", as well as its heritage as the "original" single malt Irish whiskey.

Colum Egan, Bushmills' master distiller, 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 certainmly provides a stage for our single malts befitting of Bushmills' status as the pioneer of Irish single malts and worthy of our generations as master whiskey makers."

He added: "Although our bottles have changed, our whiskey has not. We are still making whisky 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."

25 November 2021 - Bethany Whymark