Bushmills Irish Whiskey has unveiled a redesign of its Black Bush bottle, the first in almost twenty years.
The redesign follows Bushmills’ successful single malts relaunch in 2021 and the new packaging includes broader shoulders, sharper angles, a taller silhouette and an exposed wooden cork closure all project the premium look. A transparent neck sleeve replaces the old opaque black wrap, revealing the cork and giving the bottle an openness and elegance that sets it apart from other whiskeys on any back bar or retail shelf.
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, rooted in the Giant’s Causeway. A slimmer, taller silhouette than the single malt bottle, but sharing its hexagonal base, its embossed heritage iconography, and its confident, contemporary character.
The new Bushmills Black Bush bottle will begin rolling out in the UK, Spain and Poland from June 2026, followed by Ireland and the US later in 2026, with full global availability expected by early 2027.
Master Distiller at Old Bushmills Distillery, Colum Egan, said: “For me, Black Bush is a whiskey masterpiece — triple distilled smoothness, nutty sweetness and a softness from the sherry casks that together fascinate the palate. Nothing about the whiskey has changed, but the way it shows 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 matches what’s in the bottle.”
International Marketing Director of Proximo Spirits, Muiris Ó Riada, added: “Black Bush has grown steadily for years on the strength of its liquid alone. With this redesign, we’re giving it the platform it has always deserved — a bottle that announces itself on shelf, that tells a story, and that gives our trade partners around the world a compelling reason to champion it. This is Bushmills investing seriously in its blended heart, and the beginning of a much bigger chapter for Black Bush globally.”
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