IRELAND/INTERNATIONAL. Proximo Spirits is marking St Patrick’s Day (17 March) with a high-profile Bushmills STAND campaign takeover of The Moodie Davitt Report desktop homepage, along with an elegantly curated treatment of our mobile website.
The makeover highlights Bushmills’ commitment to travel retail and the Irish spirit at the heart of its historic whiskey heritage.
The Bushmills STAND campaign is a creative platform celebrating the principles that have guided the brand since 1608, while reinforcing Proximo Spirits’ strategic focus on elevating the Bushmills travel retail exclusives portfolio in H1 2026.
For more than four centuries, Bushmills has been defined by courage, integrity, craft and community – values that “don’t bend with the times”.
In a fast-changing world, the campaign carries a simple but resonant message: “Times change. Principles endure.” The creative direction draws inspiration from the rugged north coast of Ireland – basalt rock, wild seas and elemental strength.
According to Proximo Spirits, the new campaign icon combines the gauntlet (symbolising strength and moral courage) with the two-headed snake (representing life’s challenges) – adding a contemporary layer of symbolism to the brand’s visual identity.
By linking the STAND message to St Patrick’s Day, Proximo Spirits is positioning Bushmills at the heart of a moment where heritage, identity and Irish pride resonate with international travellers and industry partners.
The digital celebration is complemented by a dedicated St Patrick’s Day podium and sampling bar in Dublin Airport Terminal 2, unveiled in partnership with leading travel retailer ARI.
The St Patrick’s Day initiative highlights the Bushmills World Wood Series, a travel retail-exclusive collection of single malt Irish whiskeys spanning 10, 12, 15, 18 and 21 Year Olds, alongside Bushmills Black Bush 80/20 PX Sherry Cask Reserve.
Proximo Spirits Head of Global Travel Retail Roy Summers said: “We are in an exciting growth period for Bushmills. 2026 has started strong for GTR and we are delighted to see the striking new STAND campaign reach travel retail partners as part of the global brand positioning.” ✈
