Existing customers on Bushmills' database and people who have visited the Bushmills distillery will be sent a direct mailpack, created by Beechwood, encouraging them to join the "1608 Club".
The club is named after the year in which the Bushmills distillery first received its licence to distil in Ireland.
The pack will tempt people to respond with the offer of a prize holiday for two to Country Antrim and the distillery.
Beechwood will segment members by interest with club members getting a number of benefits, which are in development, and receive the latest news from the distillery as well as useful information on Ireland via email.
The club will get its own section on the .
John Wood, managing director at Beechwood, said: "This is a truly integrated campaign, with the DM campaign linked to the website which, in turn, is linked to the whole CRM strategy we've developed for the brand."
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