Bushmills has officially launched Red Bush, the first new expression from the Old Bushmills Distillery in nearly five years. The launch event took place at the Harp Bar in Belfast and is arguably the largest scale launch of any Irish whiskey to happen in several years.
On the night, guests were treated at the event to a variety of whiskey cocktails, burgers and music from duo Hot Sausage and Mustard as well as copious amounts of the new line’s signature drink – a Red and White – which combines the subtle flavour of lemonade and a sliver of lime with Red Bush for a smooth flavour.
The release of Red Bush is a testament to the increasing popularity of Irish whiskey on the global market. The versatile expression delivers a great, effortless taste neat but also works perfectly as a long serve with a range of mixers like soda, cola or ginger ale.
Speaking at the launch, Master Distiller Colum Egan spoke about the new addition stating that it was a taste that may have more of a general market appeal – with caramel, vanilla and oaky notes that can serve as a great introduction for those who are new to whiskey. “While we’ve been innovating with our aged whiskeys for centuries, we’re excited to embark on a journey with the new whiskey drinker,” he said.
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. After its successful launch in the US, Red Bush will reach Irish shelves in November, just in time for the Christmas rush.