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Bushmills Irish Whiskey launches #blackbushstories, a campaign showcasing breakthrough Irish talent who are creating waves

Collaborators will hail from all corners of the country, exploring the worlds of photography, leather making and charcuterie

Unrivalled character. Undeniable flavour. Unmistakably Black Bush. The Old Bushmills Distillery has been crafting whiskey since King James I granted the distillery the world’s first license to distil in 1608.  When most people in Ireland were farming or making linen, Bushmills® Irish Whiskey was challenging the status quo and defining the unique taste and character of its triple distilled Irish whiskey.

That spirit of innovation, passion and independence is how the brand still lives and breathes some 400 years later and, this year, Bushmills Irish Whiskey is partnering with talent across the island of Ireland who are driven by those same progressive traits, and who share the courage to follow their passion and forge their own path.

Inspired by the distinctive and rich taste of Bushmills® Black Bush®, #BlackBushStories is a unique collaboration series, featuring the stories and crafts of independent, spirited and extraordinary Irish individuals who challenge traditional thinking in their fields and live outside the box. The campaign will take the form of an immersive event series in venues across Ireland over the coming months.

Bushmills Black Bush will explore the worlds of photography, leather making and charcuterie to showcase those who are making their mark and pioneering their craft with great success. Highlighting the unrivalled character of each of the collaborators, #BlackBushStories will inspire others to follow in the footsteps of these creative spirits and embrace their own talents.

The soon-to-be-revealed collaborators are disrupters, experimenters and innovators in their fields who have taken risks, tried new options, failed, succeeded and have been guided throughout by their own creativity and passion. #BlackBushStories is dedicated to that independent spirit – to people who stand out from the crowd to revolutionise their industry.

Held in Ireland’s leading venues, the eclectic mix of events will include an interactive lesson in mobile photography, a leather-making workshop and a meat curing masterclass hosted by the people who are currently creating waves in their industries, inviting consumers to embrace their own passion and creativity.

Guests at each event will be guided through the Black Bush experience by Bushmills Ambassador Paul Rocks who will introduce whiskey lovers to the premium malt blend and its undeniable flavour. Specially-created Bushmills Irish Whiskey serves showcasing the signature rich, fruity notes and velvety smooth character of Black Bush will be exclusively available to attendees, including the blend’s signature serve, Black Fashioned – Black Bush served over ice with a twist of orange.

More information about the Bushmills Irish Whiskey #BlackBushStories event series and the local talent involved can be found at To join in the conversation and keep up to date with the #BlackBushStories series, follow Bushmills Irish Whiskey on social media.

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