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.