Bushmills Irish Whiskey - Bushmills 46 Year Old launch

We created an iconic key visual to help launch Bushmills 46 Year Old, the oldest Irish single malt ever released by the world’s oldest licensed whiskey distillery.

Bushmills 46 Year Old pays homage to the River Bush, whose water has been at the heart of the Bushmills whiskey-making tradition for over 415 years. Named ‘Secrets of the River Bush’, every drop of pure water used to make this rare whiskey was drawn from Saint Columb’s Rill, the river’s tributary, into The Old Bushmills Distillery.

We brought the beautifully crafted outer packaging to life on an epic scale with the help of
photographer Ted Humble-Smith. We crafted and recreated the flowing topographic contours, mirroring the river and landscape surrounding the distillery, as a 3D version. Made from thick layers of oak, each contour added a sense of depth and time passing. It provided the perfect oversized backdrop to the bottle beauty image.

On the final communication, the headline ‘Decades Flowing, Legacy Unfolding’ captures the epic and luxury nature of the single malt, and the legacy it’s leaving for the distillery and the town of Bushmills.