Diageo Ireland - The Bushmills Trek

Agency name: Cybercom
Client name: Diageo Ireland
Category: Digital communication

BACKGROUND

As the number four whiskey in Ireland, behind strong and established players Jameson, Paddy and Powers, Bushmills faced the challenge of growing volume in the context of low levels of awareness and affinity. As the whiskey market is heavily led by brand call, success in our volume growth ambition depended on step-jumping awareness and affinity.

In 2008 Bushmills celebrated the 400th Anniversary of the original license to distil being granted in 1608. This provided a unique and once-off opportunity to punch above our weight and really connect with an Irish audience.

Growth in the whiskey category was coming from younger cohort. Younger consumer either did not know anything about Bushmills or knew it as an ‘Old mans drink’.