#AnswerTheCall campaign from Old Bushmills Irish Whiskey
Old Bushmills Irish Whiskey has launched an innovative promotional campaign to boost sales of its whiskey range particularly among younger consumers in key markets such as the UK and US.
The company, based at Bushmills in country Antrim and reputed to be the world's oldest licensed whiskey distillery, has introduced its #AnswerTheCall campaign to showcase those "who reject convention and are hardworking in spirit, pursuing their ambitions".
The campaign will see Bushmills partnering with "the creators, thinkers, artists, entrepreneurs from across the country, celebrating the talent that the people of Northern Ireland have to offer and inspiring others to fulfil their true calling through an exciting event series".
The distillery has been handcrafting whiskey for over 400 years, and is one of the first in the world to produce both single malt and blended Irish whiskey.
The #AnswerTheCall campaign has been inspired by the company's commitment to innovation and determination to forge its own path and will feature PR, social media and experiental events in licensed premises to showcase the talents and stories of those who "defy convention and boldly answer their calling, creating a legacy of their own". Black Bush will be exclusively available to attendees at the events.
Some of the talent collaborating with Bushmills Irish Whiskey to host and curate events include The Bearded Candle Makers from Downpatrick in county Down, tattoo artist Willy G from Whitehead in county Antrim, street artist Visual Waste, and David Torrans, owner of Belfast's only independent crime-fiction bookstore No Alibis. The planned events include a Whiskey by Candlelight with The Bearded Candle Makers. The candle makers have also produced a limited edition Bushmills candle from Black Bush with other aromas such as coffee and turf to present the scent of Northern Ireland.
Bushmills Black Bush combines malt whiskey matured in Oloroso sherry casks with a sweet, batch-distilled grain whiskey.
Pic Caption: The Bearded Candle Makers, left, Michael Morris and Mark Kelly.
