• by Fern Siegel , March 17, 2023

St. Patrick’s Day is the traditional time to enjoy Irish whiskey — and Bushmills is staking its claim as an original choice.

The brand is over 400 years old, the world’s oldest licensed whiskey.

To promote the brand, Bushmills' creative agency, Mekanism, produced the "Forsake Your Namesake" campaign. The spot is running on Bushmills YT and social channels.

The message: “Don’t be a sheep.”

To prove it, the agency brought four sheep, named Jamo, Jim, Jack and Johnnie into the 1840 Tavern in West Nyack, New York. The sheep are named after the brand’s rivals: Jameson, Jim Beam, Jack Daniels and Johnnie Walker. They are positioned as emblematic of what the masses drink. But for those who break from the herd, there is Bushmills, the fourth-most-popular brand in the U.S.

"On the biggest whiskey holiday of the year, we wanted to remind consumers just because everyone else is ordering a Jamo, doesn’t mean you have to as well," Kara Coyle, group creative director, Mekanism, told Agency Daily. "Try something more original instead."

Whiskey fans can also win a free round of Bushmills or $10 off a round of the whiskey. by going to www.forsakeyournamesake.com.

Bushmills produces traditional triple-distilled Irish whiskey. Products range from blends (Black Bush and The Original), single malts (10, 16- and 21-years old) year old, a Cask Finish range, and limited releases.