I was at Tenerife airport earlier this month and, in the duty-free shop, there was a Bushmills Whiskey promotion. I tried a sample which was very good indeed. I spoke to the Spanish assistant and explained that I was a regular visitor to Bushmills.
She produced an information leaflet to show me and, to my horror, at the top of the page there was an image of the Irish tricolour. I pointed this out and told her that Bushmills was in the UK. Most Bushmills villagers are proud and loyal. How must they feel about the stance of the management at Bushmills Distillery?
I have contacted the distillery and their parent company, Diageo, to make them aware of my experience at Tenerife.
This may have been an isolated incident, but I believe that more could be done by means of labelling and marketing to ensure people are aware that Bushmills is in the UK.
For instance, they could change Bushmills Whiskey labels and state that it is a product of the UK as well as Northern Ireland.
Perhaps the Bushmills management is resistant to change, but it's time their labels reflected the position of Bushmills within the UK.