Diageo launches Bushmills Irish Honey

Bushmills commissioned some good friends who’re artisans to make the launch memorable by handcrafting a 14 square foot Honey Hive. 2500 screws, 250 hours, 200 hexes and 10 whiskey casks later, the handcrafted wooden hive will play host to a surprise live gig in Temple Bar Square, Dublin from acclaimed Northern Irish artist Rams’ Pocket Radio.

Bushmills has launched Bushmills Irish Honey, the latest addition to its collection of premium blends and single malts.

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The new taste blends the Irish Whiskey with just a touch of pure Irish honey, offering “consumers a new choice that mixes well, is approachable and unique in its own right”, claimed Master Distiller Colum Egan.

The Irish whiskey category has experienced a degree of growth in innovation recently. 

With different barrel finishes and flavouring, the category has been expanding to engage new consumers by offering choice and some differentiation. 

Speaking at the launch Colum added, “Bushmills has a long history of innovation. For centuries distillers have experimented with barrel finishes and blends and today at the old Bushmills Distillery we aim to continue to expand this tradition with the launch of Bushmills Irish Honey”.

It’s a strategy that’s spread across the Diageo portfolio to include Baileys flavours such as Orange Truffle and Hazelnut as well as the Smirnoff flavours made using real fruit.

“Bushmills Irish Honey is a great illustration of innovation within Bushmills and Diageo building on the trend of offering consumers quality choices,” said Jennifer Kiernan, Western European Brand Manager for Bushmills Irish Whiskey, “We’re really excited about and proud of Bushmills Irish Honey.

“It will encourage consumers to re-look at whiskey and Bushmills and inspire them to experiment, responsibly of course, with a category they may not have explored before.”

Bushmills Irish Honey has already been launched in the US and is available at global duty-free stores worldwide. Here, Bushmills Irish Honey is available at most supermarkets.

For more information about Bushmills Irish Honey or to find cocktail recipes,visit the website: www.bushmills.com or Facebook: facebook.com/bushmills1608

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