Irish stories are to be the focal point in a Diageo push aimed at driving sales of its Bushmills Original Whiskey brand.
Targeting men in their late 20s to early 40s, the activity features a Bushmills "Snug" that will tour UK events with trained Irish actors telling contemporary Gaelic stories to an anticipated audience of more than 80,000.
The push, through Pulse, will visit events such as horse racing meets, with whiskey samples and money-off vouchers being given out to drive awareness and trial for the brand. A version of the experience will also run in the on-trade.
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