NORTHERN IRELAND. Bushmills, the iconic Irish whiskey brand, has double cause for celebration today. On the 400th anniversary of the original licence to distil whiskey granted to the Bushmills area in 1608, the Bank of Ireland today marked the moment with the launch of new banknotes that honour the brand’s heritage by featuring the famous Old Bushmills Distillery in Co Antrim.
Bushmills 1608, described as “a unique blend of tradition and innovation”, is now rolling out across travel retail in Europe, premiering at Gebr Heinemann’s Luxury Lounge promotion at Frankfurt Airport. The recommended retail price for Bushmills 1608 is £45.00 (around US$90 at current exhange rates).
It will also be on general release across the brand’s key markets until December 2008. In subsequent years, due to the limited quantities available, Bushmills 1608 will only be available in travel retail and at the Bushmills Distillery Shop in Co Antrim.
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Bushmills 1608: a tribute to the unique spirit of the Bushmills Distillery in Co Antrim |
Diageo Global Travel & Middle East Marketing Director Nick Robinson said: “Few brands are able to celebrate the heritage that Bushmills enjoys and yet its potential in travel retail is still to be maximised. For us it’s a star in the making and we have major plans to support its 400th year anniversary across our travel markets, including the current roll-out launch of limited-edition Bushmills 1608 in Europe, which gives Bushmills lovers the chance to fully participate in the celebration.
“Distribution to date has been largely confined to the US, the UK and Europe – where it has performed strongly – and, with greater marketing support planned in other markets, there is great potential for Bushmills to really demonstrate its strength as a key player in our reserve portfolio,” he added.
Bushmills 1608 combines some classic features of Bushmills whiskeys (such as triple distillation, the use of fully malted barley and maturation in Sherry oak casks) with a pioneering process: it was distilled with crystal malt.
Crystal malt is a special type of malted barley that lends “a sweet, toffee-like smoothness” to the final spirit, Diageo said. The result is a whiskey with a sweet aroma, creamy notes and a uniquely smooth finish, according to Bushmills.
“We wanted to offer every Bushmills fan something special to celebrate and toast this anniversary with us,” explained Bushmills Master Distiller Colum Egan. “That’s why we created such a unique whiskey – one that is truly worthy of this significant milestone.
“1608 is also a tribute to the unique spirit of this place,” he added. “Bushmills is the only surviving historical distillery still in full operation in Ireland. And it’s the character and quality of its whiskey that kept it going through the centuries. Bushmills 1608 is just another step in a long history of innovation, a natural expression of our constant dedication to make the smoothest Irish whiskey.”
In recognition of the Bushmills Distillery’s heritage, the Bank of Ireland has issued redesigned banknotes featuring the Diageo-owned facility.
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The new look of the Bank of Ireland’s Northern Ireland banknotes featuring the iconic Old Bushmills Distillery in Co Antrim |
Accompanied by Diageo Ireland Managing Director Michael Ioakimides, The Governor of Bank of Ireland Richard Burrows unveiled an image of the new notes yesterday outside the bank’s Northern Ireland headquarters.
It is the first time in 18 years that Bank of Ireland Northern Ireland has redesigned its local notes, said the bank.
The new notes come in three denominations – £5 now available, £10 and £20 which will go into circulation from next month. All three denominations feature an artist’s rendering of the famous distillery on the reverse.
The new notes will replace the existing series which came into circulation in 1990 and feature an image of Queen’s University, Belfast. The old series will gradually be withdrawn but will continue to circulate alongside the new notes until that is completed.
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The new notes come in three denominations – £5, £10 and £20 – featuring an artist’s rendering of the famous distillery |
Speaking at the unveiling ceremony, Burrows said: “Old Bushmills Distillery has a proud record of achievement as an exporter and has helped put Northern Ireland on the map around the world. As the main employer in Bushmills and a tourist attraction in its own right, the distillery stands out as one of Northern Ireland’s most successful export businesses.
“The distillery symbolises both Northern Ireland’s heritage and its business acumen. As such, its choice as the centrepiece of our notes reflects Bank of Ireland’s desire to support the growth of a globally competitive private sector.”
Ioakimides was presented with a specially-framed version of the new notes featuring the number 00000400 to commemorate the anniversary. He said: “In this celebratory year I can think of no greater tribute to Old Bushmills Distillery and all its employees than to appear on a series of bank notes which will be circulated in their millions across Northern Ireland.
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The Old Bushmills Distillery at Co Antrim “symbolises both Northern Ireland’s heritage and its business acumen” (Photo: Jonathan Schachter) |
“It was in April 1608 that King James I granted a licence to distil whiskey to the Bushmills area and since then the distillery has carried on the tradition of whiskey-making. Today, with new investment from Diageo, we are increasing production and developing new markets around the world and I am extremely proud that Old Bushmills is part of the Diageo family at such an exciting time.”
Nick Robinson said: “Speaking as a marketeer, the launch of the new £5 Bushmills note is an incredible achievement for a brand and there are few, if any others, anywhere in the world that would be recognised for its iconic significance by a national institution like the Bank of Ireland.”
In recognition of the new note issue, Diageo and Bank of Ireland have also announced their intention to jointly fund a new scholarship scheme for Northern Ireland students at the University of Ulster.
The scheme aims to encourage the development of export marketing skills and contribute to the development of a more globally competitive private sector in Northern Ireland. Discussions are under way with the university about the details of the new scheme.
About Bushmills
Bushmills Irish Whiskey is made at Ireland’s oldest working distillery in Co Antrim, Northern Ireland. The brand portfolio includes five award-winning whiskeys: Bushmills Original, Black Bush, Bushmills Malt 10yo, Bushmills Malt 16yo and Bushmills Malt 21yo. Bushmills is said to be the only distillery in Ireland to make triple-distilled malt whiskey.
Diageo invested £200 million in the acquisition of the Old Bushmills Distillery in 2005. Through an ambitious investment programme, over £6 million has been invested in the infrastructure at the distillery to date, to facilitate growth and meet anticipated future demand. The company employs 120 people at the distillery in all areas through distilling, blending, maturation and bottling.
Visit www.bushmills.com.
About Diageo Ireland
Diageo directly employs 500 staff in Northern Ireland and owns four sites: Baileys Global Supply – the £40 million state-of-art facility at Mallusk, the Old Bushmills Distillery, Guinness’s canning and bottling plant at Castlereagh and Diageo’s sales and marketing division at Boucher Road Belfast.
Visit www.diageo.com.
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