Bushmills: The Other Irish Whiskey

Distillery: Old Bushmills Distilling
Location: Bushmills, County Antrim, Northern Ireland
Owned By: Diageo
Major Products produced: Bushmills, Black Bush, Bushmills Single Malt 10, —16, and —21
Origin: Founded in 1784. Distilling off and on since then.

[bushmills] opener

A Quick Word:

If there were a single misapprehension I could correct in the average drinker, it’s the naïve and somewhat touching belief that the most popular thing is the most popular because it is the best. It’s sweet, really, this inclination toward justice, but the world of liquor is not a meritocracy. Not even close.

I say that to say this: there is one big reason that everyone thinks Jameson is the Irish Whiskey, and everything else is just a cheap echo thereof. And while Jameson does make some tasty products, that reason has nothing to do with either the quality or the flavor of the whiskey itself.

That Reason:

[bushmills] 1608The year 1608 proudly adorns every bottle of Bushmills Irish Whiskey, sitting like a foundation stone above the brand name itself, implicitly suggesting that Bushmills has been around since 1608. This is false — weirdly, brazenly false. While someone in Northern Ireland got a distillation license in 1608, it wasn’t Bushmills. The Bushmills company wouldn’t be even founded until 1784, a 176 years later. Just to clear that up.

(Seriously, they could’ve been founded seventy-six years earlier, and they’d still miss the 1608 date by a hundred fucking years. Once again, please ignore all historical claims from liquor companies. The ones that aren’t half-truths are outright lies, and it has no bearing whatsoever on what the liquor actually tastes like.)

Here’s the history that actually matters: in the beginning of the 20th century Irish whiskey was terrifically popular, with 20+ distilleries operating at full bore. But the twin punches of Prohibition and WWII left the industry bloodied and meager, and by the mid ’60s there were just a handful of distilleries left. To weather the times, Powers, Jameson, and Cork distilling companies merged in 1966 to form Irish Distillers, and set about consolidating resources. In 1972, they acquired Bushmills, making Irish Distillers the only whiskey company in Ireland, a total monopoly that would last some 15 years, and a near-monopoly that would last 15 more.

So why is Bushmills overlooked? Because by the time Irish Distillers scooped up Bushmills, they had already chosen their favorite son: they built a new Jameson distillery next to the old one, opened it in 1975, and put their resources behind it. Even more, once French liquor giant Pernod Ricard took over Irish Distillers in 1988, they jumped on Jameson — the lightest of the whiskies — and marketed it toward vodka drinkers. “Take it as a shot! Try it with some apple pucker!” Jameson got all the attention and popularity, and Bushmills got a black hoodie and an eating disorder.

In 2005, Pernod Ricard unloaded Bushmills on their archnemesis Diageo, who haven’t pushed it much. But apparently, they’re beginning to start, because they recently sent a couple guys to San Diego to talk to us about it.

[bushmills] event snaps

Irish Whiskey:

People who love Irish whiskey call it “smooth” and “mild.” People who don’t call it “boring” and “effete.” And they’re both right, because they’re describing precisely the same thing. Generally, people who like their barley-based spirits lighter will go Irish. Heavier, they’ll go scotch.

Bushmills aims to bridge that gap, by offering higher malt, fuller flavored whiskeys that still retain their essential Irish smoothness. All their products are distilled three times in pot stills, ultimately to between 58.5%-60.5%, and all are aged in some mixture of used bourbon and used Olorosso sherry casks (the mixture varies for each product).

Bushmills Original || Aged 5 years minimum. 

Light and fruity at first. A little buttery with spice. There’s an essential grainy lightness that is distractingly light/mild. Like there should be something there. A pear flavor takes over toward the end, a long-ish finish of spiced pear.

Overall: not bad at all, if mild for my taste. The fruit could use some richness to back it up.

Black Bush || Aged 7 years minimum. Unusually high percentage of malt whiskeys(80% malt, 20% grain.)

[bushmills] black bushThis fills in nicely that hole I tasted in the Bushmills Original. This is the product they’re pushing hard, and you can taste why — a one-time favorite of mine, back when I used to drink more Irish whiskey. More sherry influence, with apricot and apple backed up by a slight — slight — richness.

Overall: this is one of the better Irish whiskies out there, especially for the price. As a malt/grain blend, I’d put this at a respectable 2nd place behind Redbreast.

Bushmills 10 Pure Malt || Aged 10 years minimum, 100% malt whiskey. 

Here’s where we start getting to Bushmills real strength, their 100% malt whiskey. This has no light grain blended in, and it shows — it’s got the same essential flavors, just more robust. Cooked apples. Honey. Melon. Tingly spice. My notes say “apple-y as fuck.” Pear. That fruit really comes through.

Overall: this is my favorite of the lot, and the one that best showcases the strength of this particular distillery. Recommended.

Bushmills 16 Pure Malt || Aged 16 years minimum, 100% malt whiskey. 6-9 months in Port wine casks.

The port shows itself here, along with more alcohol heat. Raisins & honey, oak and heat were the dominant flavors. These are rich flavors but without much richness in the whiskey itself, it didn’t land for me. “Not much force,” I wrote.

Overall: a different set of flavors to be sure, but this one missed the mark for me… though I should say that it was the favorite of many at the tasting, so take that for what it’s worth.

The difference a little bit in a port cask makes.

Bushmills 21 Pure Malt || Aged 21 years minimum, 100% malt whiskey.

Finally, here we have some richness, more from the wood I’m sure than the malt. That same signature fruit/spice is familiar, but with much more presence. Darker, richer, and more textured. Honey, almond, spice. The sherry influence itself is surprisingly subtle, perhaps muted by the wood. Cinnamon redhots finish (light).

Overall: tasty to be sure, a great choice for Irish whiskey fans who also happen to be hedge-fund managers. For the rest of us, it’s hard to imagine spending $120 on this. Good though.

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