Bushmills Black Bush debuts redesigned bottle
The first visual update to Black Bush blended Irish whiskey for nearly 20 years is said to bring “a consistent, premium design language across the Bushmills portfolio”.
The new Black Bush bottle retains the square shape Bushmills has used since the late-1800s, but with a taller, slimmer profile and sharper exterior angles.
It shares certain design features with the revamped range of Bushmills single malts launched in 2021, including a transparent neck sleeve to reveal the new wood and cork closure, and a hexagonal punt in the base of the bottle.
This detail is inspired by the basalt columns of the Giant’s Causeway, located just a short way from Bushmills Distillery on Northern Ireland’s North Antrim Coast.
“Nothing about the whiskey has changed, but the way it shows itself to the world has,” said Bushmills master distiller Colum Egan. “The team at Encirc, who crafted the glass, were invaluable in translating that heritage into something stunning and premium, and I’m proud to see it presented in a way that truly matches what’s in the bottle.”
The longstanding Black Bush blend is notable for containing a relatively high proportion of triple-distilled single malt whiskeys aged in oloroso Sherry casks, in combination with batch-distilled grain whiskey.
Muiris Ó Riada, international marketing direction at Bushmills’ parent company, Proximo spirits, added: “Black Bush has grown steadily for years on the strength of its liquid alone. With this redesign, we’re giving it the platform it has always deserved – a bottle that announces itself on shelf, that tells a story, and that gives our trade partners around the world a compelling reason to champion it.
“This is Bushmills investing seriously in its blended heart, and the beginning of a much bigger chapter for Black Bush globally.”
Black Bush’s new livery will being rolling out across the UK, Spain and Poland from this month (June). It is further expected to reach shelves in Ireland and the US later in the year, followed by full global availability in early 2027.
Bushmills, which holds the distinction of being the world’s oldest licensed distillery, recently became the second most valuable Irish whiskey brand in the world according to International Wine and Spirits Record (IWSR).
Following the opening of the Bushmills Causeway Distillery in 2024, which more than doubled the brand’s production capacity, Bushmills announced plans to spend £63 million (US$84.7m) on 26 new warehouses in the coming years.
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