PGA TOUR signs four-year association with Bushmills Irish Whiskey

Bushmills Irish Whiskey will introduce a new national retail line, a digital campaign, and onsite activations, as part of TOUR's official marketing partner programme.

The PGA TOUR and Bushmills Irish Whiskey have inked a new four-year association, where the latter has been named the official whiskey of the PGA TOUR and PGA TOUR Champions.

The historic brand Bushmills will be a part of the PGA TOUR at upcoming events to reach out to golf enthusiasts who want to forge their own path and explore a different kind of whiskey.

Bushmills Irish Whiskey will introduce a new national retail line, a full-service digital campaign, branded onsite activations, and thrilling consumer sweepstakes as part of TOUR’s official marketing partner programme. This will give fans in participating markets an opportunity to access special PGA TOUR benefits. Additionally, Bushmills will also provide its famous Irish coffees along with a variety of matured single malts from its on-site whisky bar.

Brian Oliver, PGA TOUR Executive Vice President, Corporate Partnerships, said, “Bushmills has spent more than 400 years honing its craft with an unwavering commitment to progression, which makes for a natural pairing with the PGA TOUR. We are excited to welcome Bushmills as an Official Marketing Partner and the PGA TOUR’s first Official Whiskey, and we look forward to offering our fans this premium Bushmills experience alongside Maestro Dobel at TOUR events nationwide.”

Following Maestro Dobel, which was named the first official tequila of the PGA TOUR and PGA TOUR Champions in March 2021, the Irish whiskey is the second spirit from Proximo Spirits to partner with the PGA TOUR. With the recent announcement of a multi-year deal with the 11-time PGA TOUR champion and Golf Maestro Jon Rahm, Maestro Dobel is forging a deeper presence in the world of golf.

Lander Otegui, SVP Marketing at Proximo Spirits, commented, “Having doubled in size over the past 10 years, the Irish whiskey category continues to attract new drinkers who are looking for more premium single malt offerings. As long-standing leaders in Irish single malt, we’re excited to give thousands of PGA TOUR fans a taste of our 400-year-old liquid history. As an Official Marketing Partner for the next four years, Bushmills will be able to share our award-winning single malts and beloved Irish coffees on the course with a new dedicated fan base.”

As the oldest whiskey distillery with a license in the world, Bushmills endured famine, fire and the American Prohibition, coming out of each struggle with a staunch commitment to carrying out the proper actions. As a market leader in Irish whiskey, Bushmills is known for being the only Irish whiskey to use 100% single malt whiskey in both its award-winning single malt portfolio and its distinctive smooth blends.

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