Award-Winning BUSHMILLS(R) Single Malt Irish Whiskies Get Stunning New Pack

LONDON, November 5, 2010 - BUSHMILLS Irish Whiskey has unveiled new premium packaging for its 10, 16
and 21 Year Old Single Malts.

(Photo: www.newscom.com/cgi-bin/prnh/20101105/418444-a )

(Photo: www.newscom.com/cgi-bin/prnh/20101105/418444-b )

The new packaging was unveiled to global media at a special event at
London's famous Irish bar, Waxy O'Connor's, with guests given the opportunity
to be the first to taste from bottle number one of the new look BUSHMILLS 21
Year Old Single Malt.

The bold redesign looks set to bring the BUSHMILLS range of Single Malt
Irish Whiskies to the attention of a wider audience, at a time when Irish
Whiskey is outperforming all other International spirits categories(1).

The new packaging features striking imagery of the Old Bushmills
Distillery, embossing of the 1608 original licence to distil date and a
prominent display of the trademark BUSHMILLS Pot Still - features which are
testament to the heritage, authenticity and quality of the entire range of
BUSHMILLS Single Malt Irish Whiskies.

BUSHMILLS Single Malts have been voted the World's Best Single Malt Irish
Whiskies. In March this year, the BUSHMILLS 10, 16 and 21 Year Old Single
Malt Irish Whiskies all won gold medals at the San Francisco World Spirits
Competition, while, in February, BUSHMILLS 21 Year Old Single Malt was also
named the World's Best Irish Single Malt Whiskey at the prestigious World
Whiskies Awards in London.

Helen Mulholland, Master Blender for BUSHMILLS, said: "We're immensely
proud of our Single Malts. The new packaging builds on that sense of pride
and helps us tell a unique story about 400 years of local Malt distilling
expertise."

BUSHMILLS Global Brand Director, Sam Reader, added: "Irish Whiskey is
outperforming the market, growing at 7% year on year, faster than any other
International spirits category*. This is a great opportunity for both
BUSHMILLS and the trade to drive sales of Single Malt Irish Whiskies in a
growing and competitive market.

"We know that today's consumer wants to know that what they're buying has
real heritage and roots. When they buy BUSHMILLS they know that they are
buying a whiskey with a unique history. As we designed our new packaging we
wanted to create something that would tell that story and emphasise the
authenticity of BUSHMILLS Single Malts. I believe it's something we can all
be very proud of."

The new packaging is available now in global travel and key Bushmills
markets.

(1) IWSR 2005 - 2009

For more information contact: Neil Brittain, Smarts, T: +44-28-9039-5500, M: +44-77-7978-9639, E: neil.brittain at smarts.co.uk; Kerri Warnock, Smarts, T: +44-28-9039-5500, M: +44-78-4002-3980, E: kerri.warnock at smarts.co.uk