Proximo Spirits has released details of a packaging upgrade for Black Bush, the sibling of Irish whiskey flagship brand Bushmills.
The redesign, unveiled today (2 June), brings the look for Black Bush in line with Bushmills’, forming part of “a long-term strategy to build a unified family of bottles across the Bushmills range”. Featuring a taller bottle as well as a cork stopper, the revision will be rolled out to all of Black Bush’s markets, starting with Poland, Spain and the UK this month and followed by Ireland and the US later this year.
“Full global availability” is expected by early next year.
“Black Bush has grown steadily for years on the strength of its liquid alone,” said Proximo’s international marketing director, Muiris Ó Riada. “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.”
Both Black Bush and Bushmills are produced at the Bushmills distillery in Northern Ireland. The facility was the subject of an expansion project three years ago that saw its annual capacity rise from 5m litres of pure alcohol to 11m litres.
Proximo is the international division of Jose Cuervo tequila owner Cuervo. As well as having responsibility for the tequila brand outside of Mexico, the unit also handles a portfolio including The Kraken rum and Three Olives vodka, as well as Bushmills’ Irish whiskey colleague, Proper No. Twelve.
