Bushmills Irish Whiskey
To champion the spirit of independence, Bushmills hosted a four-day tour of the UK, taking established bands with indie roots to independent venues in Brighton, Manchester, London and Leeds.
As part of the #AnswerTheCall campaign, Bushmills provided a platform for each band to showcase their music to an audience of die-hard fans in intimate venues. With the bands having outgrown venues of that size long since, The Bushmills Tour was a uniquely compelling live music offering for the fans – proven by the fact that all four shows sold out, some within days of going on sale.
Our four headliners (The Magic Gang, VANT, We Are Scientists and The Wytches) were joined by up-and-coming opening bands, all of whom matched the Bushmills DNA with their alternative, independent spirit.
Our independent venues – Green Door Store in Brighton, Deaf Institute in Manchester, Bush Hall in London and Headrow House in Leeds – were all fully stocked with Bushmills Original and Bushmills Black Bush. With the cocktails flowing and solid performances from each act, the atmosphere was palpably celebratory.
London headliners We Are Scientists added an intimate acoustic gig to their original listing especially for Bushmills fans which went down an absolute storm. Streamed on the Bushmills Facebook page, the video organically garnered 7000 views and a reach of over 30 000.
In addition to some incredible footage, totally unique moments and killer photography for Bushmills, the tour secured us 60 pieces of coverage in publications including The Skinny, Dork, DIY, Upset Magazine, Candid, Viva, The Yorkshire Post, Vents and Lock In Music reaching a total of 8,462,669 people in coverage. Meanwhile on the Bushmills social feeds, content promoting the tour was shared across the Bushmills channels from March to May, ranging from live tweets to streaming videos and competitions – with a strong proactive element alongside a very reactive response to positive and organic content generated.
We saw notable spikes in key metrics across all channels corresponding with each gig, along with organically generated influencer support from radio DJs, journalists and bloggers, giving Bushmills an authentic foothold in the independent music scene.
Keep an eye out for more from Bushmills Irish Whiskey.