just the answer - Bushmills Irish Whiskey

Diageo’s acquisition of Bushmills Irish Whiskey from Pernod Ricard in 2005 heralded a major change for the brand. As Shivaun Lucey, global brand director, Bushmills, stresses in this month’s Just the Answer, there is a wealth of difference between being a secondary brand to a market leader and being the only Irish whiskey marketed by the world’s largest spirits company. Olly Wehring spoke with Lucey about the brand’s future as part of Diageo.

Just the Answer – Bushmills

6 March 2008

Diageo’s acquisition of Bushmills Irish Whiskey from Pernod Ricard in 2005 heralded a major change for the brand. As Shivaun Lucey, global brand director, Bushmills, stresses in this month’s Just the Answer, there is a wealth of difference between being a secondary brand to a market leader and being the only Irish whiskey marketed by the world’s largest spirits company. Olly Wehring spoke with Lucey about the brand’s future as part of Diageo.

UK: Diageo gives Bushmills anniversary push, launches new whiskey

12 December 2007

Diageo has unveiled an extension of its Bushmills Irish whiskey stable, to coincide with the first global advertising campiagn for the brand.

UK: Diageo completes Bushmills purchase

25 August 2005

Diageo has today completed the purchase of Irish whiskey brand Bushmills from Pernod Ricard for approximately GBP200m.

Browse more hot issues

Currently reading -

just the answer - Bushmills Irish Whiskey

just-drinks tagline

Not a member? Join here