AWARD-winning distillery Bushmills has launched its first new expression in the domestic whiskey market for nearly five years.
Matured exclusively in first fill, medium char bourbon casks which soften the spirit, Bushmills Red Bush is a blend of triple distilled single malt and grain whiskey delivering a sweet and smooth taste.
The new release is a testament to the increasing popularity of the Irish whiskey category with global sales increasing by 54 per cent in the past five years, according to the report issued by the Irish Spirits Association in October 2017.
Master distiller at the Old Bushmills Distillery, Colum Egan said the new brand was accessible for even the non-whiskey drinker.
"Maturing the whiskey exclusively in first fill bourbon barrels creates a mildly sweet and extremely smooth spirit that will resonate with both frequent bourbon fans and Irish whiskey drinkers.”
Michael Borland, general manager in the Bachus Group, which includes Belfast nightspots The Filthy Quarter, The Perch and Sweet Afton, added:
"We’re seeing some big changes in the trade with the growth of the Irish whiskey category, and this new innovation from Bushmills Irish Whiskey is big news for the industry.”
“With the increasing popularity of the cocktail, there are so many ways to enjoy whiskey now. Bushmills Red Bush is coming at exactly the right time - the smooth blend is ideal for first time whiskey drinkers: easy to drink and easy to mix. It’s great to see the brand keep ahead of the curve and respond to consumer demand. This expression will help open up the Irish whiskey category to a whole new audience.”
Bushmills Red Bush is priced at £24 for 700ml and is available to buy from select retailers and wholesalers.
