County Antrim-based Bushmills Distillery has unveiled new packaging for its Black Bush blended Irish whiskey, marking the expressions first redesign in nearly 20 years.

The redesign is part of a long-term strategy to build a unified family of bottles across the Bushmills range. The 2021 single malt relaunch established a new visual language for the brand — angular, premium and rooted in the influence of the nearby Giant’s Causeway.

The new packaging now features broader shoulders, sharper angles, a taller silhouette and an exposed wooden cork closure. A transparent neck sleeve replaces the old opaque black wrap, revealing the cork and giving the bottle an openness and elegance.

Irish whiskey remains one of the most dynamic categories in global spirits, with compound annual growth of 9% in value and 7% in volume over the past five years. Bushmills has grown at approximately 8% compound over the past five years, with the new Black Bush redesign acting as a catalyst to accelerate that trajectory and deepen the brand’s global footprint.

Commenting on the news, Colum Egan, Master Distiller at Bushmills, said: “For me, Black Bush is a whiskey masterpiece — combining triple-distilled smoothness, nutty sweetness and a softness derived from the sherry casks to create a truly captivating palate. Nothing about the whiskey has changed, but the way it presents itself to the world has. The team at Encirc, who crafted the glass, were invaluable in translating that heritage into something stunning and premium, and I’m proud to see it presented in a way that truly reflects what’s in the bottle.”

The new look Bushmills Black Bush bottles will begin rolling out across Europe later this month, followed by a full global launch in early 2027.