Bushmills Targets Millennial Drinkers with Their Latest, Bushmills Red Bush

By Sam Slaughter June 20, 2017

Bushmills Red Bush Irish Whiskey — Image used with permission by copyright holder

Seeing as Millennials have been hard at work changing how and what people drink, it would only make sense for liquor companies to respond to that. In the case of Bushmills, Ireland’s oldest whiskey brand, they decided to come out with a new expression geared towards those very people.

Bushmills Red Bush, according to the company, was designed and created to appeal to bourbon drinkers while also giving Irish whiskey drinkers a little something new to try out, too. Originally launched in March, this 40% ABV, non-age statement whiskey (though to be an Irish whiskey is needs to age at least three years) is a blend of triple-distilled single malt and grain whiskies and was aged in first-fill bourbon casks. The toasted oak and vanilla notes bourbon fans know and love are on the nose, and the palate is rich with caramel and nutty flavors. The finish is sweet and so is the price—Bushmills Red Bush will retail for around $25.

Bushmills Red Bush Irish Whiskey — Image used with permission by copyright holder

“Bushmills Red Bush personifies the gritty Irish character and adds a sense of adventure and fun to our portfolio, further defining the confident, courageous and independent spirit we’ve seen for generations at Bushmills,” Master Distiller Colum Egan said in a statement.

Not content with just putting out a whiskey aimed at the generation, Bushmills took it one step further by partnering with Irish guitar company Lowden to create a guitar made from Bushmills whiskey barrels, ancient bog oak, and reclaimed sinker redwood.

If interested in trying to get your hands on one of the limited-edition guitars, there is hope—you can sign up here to express your interest in getting to literally rock out on Irish whiskey.

Former Digital Trends Contributor

Sam Slaughter was the Food and Drink Editor for The Manual. Born and raised in New Jersey, he’s called the South home for…

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