Bushmills was a recurring client, looking to myself and the team at the Daily Beast to help formulate their storyline and present it nationally. After successful previous campaigns, Bushmills wanted to place themselves as the origin of whiskey— making it not just a Irish but a full whisk(e)y range marketing attack.

Working with their other agencies, I created a campaign and website to speak to Scotch single malt drinkers, bourbon drinkers and other brown spirit aficionados that highlighted the historical truth that place not just Irish Single Malts, but Bushmills at the beginning of whiskey history.

Working with historian Noah Rothbaum and David Wondrich, I was able to sculpt content that placed Bushmills at the beginning of single malts. The result was exactly what the client needed, leading them to expand the concepts we developed across their POS and scaleable campaigns.