Bushmills 1608 Anniversary Edition - Southern Wine & Spirits
Bushmills 1608 Anniversary Edition - Southern Wine & Spirits
Bushmills 1608 Anniversary Edition - Southern Wine & Spirits
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<strong>Bushmills</strong> <strong>1608</strong><br />
<strong>Anniversary</strong> <strong>Edition</strong><br />
1
Overview<br />
<strong>Bushmills</strong> “<strong>1608</strong> <strong>Anniversary</strong> <strong>Edition</strong>” is a<br />
limited edition whiskey from <strong>Bushmills</strong>,<br />
crafted to celebrate the 400th anniversary of<br />
when <strong>Bushmills</strong> was granted their license to<br />
distil Irish Whiskey<br />
• Reinforces <strong>Bushmills</strong>’ credentials as the<br />
OLDEST and BEST Irish whiskey<br />
• Drives incremental value growth by<br />
increasing the <strong>Bushmills</strong> footprint in the<br />
super premium Irish category<br />
• <strong>1608</strong> is a Limited Time Offering that is<br />
distilled with crystal malt for exceptional<br />
smoothness, which it combines with typical<br />
<strong>Bushmills</strong> fullness of flavor<br />
• After general retail launch in February 2008<br />
in celebration of the 400 th <strong>Anniversary</strong>, it will<br />
be available only in Global Travel and at the<br />
<strong>Bushmills</strong> Distillery Shop<br />
Note: Design shown is not final. Brand variant descriptor will be “<strong>Anniversary</strong> <strong>Edition</strong>” (not “Blend”)<br />
2
Marketing Activation/PR<br />
• PR:<br />
– <strong>1608</strong> will be an integral part of the total Bushills 400 PR program<br />
– Product will be pitched to key whisk(e)y experts and trade as well as consumer print<br />
and online publications targeting men<br />
– Focus periods begin in February/March leading up to St Patrick’s Day<br />
• Web:<br />
– Product featured on <strong>Bushmills</strong>.com<br />
• Masters of Whiskey:<br />
– Educate on and of premise accounts in JFM on the new variant<br />
• Sales Tools:<br />
– Off premise: shelf talkers (available via Centiv)<br />
– On premise: sell sheets (delivered with other JFM sell sheets)<br />
3
Product<br />
• <strong>Bushmills</strong> <strong>1608</strong> is designed to be the smoothest<br />
whiskey in the <strong>Bushmills</strong> range whilst retaining the<br />
brand’s trademark fullness of flavor<br />
• <strong>Bushmills</strong> <strong>1608</strong> is designed to be an award winning<br />
liquid, distinctly smoother than key competitors (Jameson<br />
12YO & 18YO in particular)<br />
• Liquid formulation<br />
– Blended Irish Whiskey with no age statement<br />
– High malt content (90%)<br />
– Distilled with crystal malt for a unique<br />
smoothness<br />
– Crafted by master <strong>Bushmills</strong> distillers<br />
• Crystal Malt is so named because of the crystallised<br />
appearance which the barleycorns take when gently<br />
toasted before the distilling process. Crystal malt lends a<br />
sweet, toffee-like smoothness to the whisky… ideal to<br />
toast a 400 th <strong>Anniversary</strong><br />
Note: Design shown is not final. Brand variant descriptor will be “<strong>Anniversary</strong> <strong>Edition</strong>” (not “Blend”)<br />
4
Primary Packaging<br />
• Bottle and cork stopper as per current<br />
Black Bush and <strong>Bushmills</strong> Malt variants<br />
• Front and back labels use existing<br />
cutter shapes<br />
• Labels printed with combination of<br />
bronzing and 2 types of foil blocking to<br />
achieve desired depth and sheen<br />
Note: Design shown is not final. Brand variant descriptor will be “<strong>Anniversary</strong> <strong>Edition</strong>” (not “Blend”)<br />
5
Secondary Packaging (see following page for additional visual)<br />
• Box, sleeve and clear acetate<br />
protection sleeve (similar to<br />
Johnnie Walker Blue Label)<br />
• Romance copy on product and<br />
brand history printed on box and<br />
sleeve<br />
Note: Design shown is not final. Brand variant descriptor will be “<strong>Anniversary</strong> <strong>Edition</strong>” (not “Blend”)<br />
6
Secondary Packaging (cont’d)<br />
Note: Design shown is not final. Brand variant descriptor will be “<strong>Anniversary</strong> <strong>Edition</strong>” (not “Blend”)<br />
7
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