Diageo to give Bushmills ‘younger’ appeal

Diageo is partnering with electro-funk producers Chromeo and folk band Bon Iver (pictured) for the launch of the global website for its Irish whiskey brand Bushmills, a move that forms part of the brand’s efforts to appeal to younger drinkers.

bon iver

The site features songs from the music acts as well as well as video from Lord of the Rings actor Elijah Wood about how he likes to enjoy the drink with friends.

The brand hopes the site will appeal less to the “stereotypical 30+ whiskey drinker.”

Bushmills is using the portal to promote its full range, from its blended whiskey through to its single malt brand.

Users who stay on the site for a prolonged period of time will see a ghost from the Bushmills distillery which they can move around the screen.

The site, which has been developed by The Pulse Group, marks “a distinct change in the look and feel of the brand”, claims Diageo, and is part of Bushmills’ ‘Since Way Back’ marketing campaign. The strategy was created last year to bolster its ties to the creative industry and position it as a brand for social occasions.

The launch comes just weeks after Diageo unveiled a £1bn five-year investment plan to meet growing Scotch whiskey demand in emerging markets.


A spokesman for Bushmills says that the brand will work with other celebrities on “bespoke collaborations” over the coming months and that the website will serve as the central “home” for the brand’s global activities such as the Bushmills Live music festival later this month.

He adds: “The website has been re-designed to be in line with the brand global campaign to leverage this amongst target consumers. The digital space is extremely important to consumers of Bushmills and the new website is just one of the ways in which Bushmills will continue to engage with them through regular updates over the coming months.

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