Top drinks marketing campaigns and news: January

Bushmills 

Proximo Spirits-owned Bushmills launched a new ad campaign last month called ‘Red Set Go’ which it claims portrays the “real Ireland” in order to attract the next generation of whiskey drinkers in the US.

Following a group of Belfast locals on a night out, the ad sees them partying at underground raves and running through the cobbled streets, with Louder by Kid Karate as the soundtrack to their night.

Jeffrey Schiller, brand director of Bushmills Irish whiskey, said: “The next generation of whiskey drinkers craves real experiences and honest brands. For so long, Irish whiskey has been about tall tales and green plastic hats on St Patrick’s Day, so ‘Irish-ness’ has almost become corrupted.

“We want to show America the real Ireland, and what better Irish whiskey than Bushmills – Ireland’s oldest licensed whiskey distillery – to show the way.”

The video campaign was created and produced by Virtue, Vice Media’s creative agency.

Jess Toye, creative director at Virtue, added: “With Red Set Go we want to show the raw and electrifying Ireland that sets us apart from the romanticised vision of the country that is far too often portrayed. The sounds, the set, the people represent the real Belfast and convey the excitement and energy of the city.”

Red Set Go was distributed digitally, socially and on TV in the US from mid-January. The campaign will also launch a live music series in the summer.

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