Sunday, October 09, 2011

Bushmills - Since Way Back

Bushmills Irish Whiskey is close to my heart, as just down the road from where I grew up. It is one of the oldest names in spirits with more than 400 years of distilling tradition behind it. A while ago it collaborated with musicians in a program known as "Since Way Back". Well Since Way Back is back. This time Justin Vernon of Bon Iver, actor Elijah Wood, and the return of electrofunk duo Chromeo to its family. "Since Way Back" was initially developed in early 2009 to celebrate the close friendships and camaraderie shared between lifelong friends in New York. This expansion also signals the launch of "Since Way Back" in Los Angeles with new friends Brendan and Emmett Malloy, music, television and film directors who have directed videos for bands including Oasis, The White Stripes, and Blink 182; and well-known graphic design artist Geoff McFetridge of the Beautiful Losers exhibition. In Boston, founders of local authoritative sneaker shop Bodega have joined the group; and Brooklyn rapper, songwriter and producer Theophilus London and Michael Williams - founder of renowned style blog A Continuous Lean will return to represent New York. "Since Way Back" is inspired by the heritage of Bushmills Irish Whiskey and its longstanding tradition of recognizing enduring kinship. The initiative celebrates the lives and brotherly relationships of artists and influencers across the world, and collaborates with each to produce creative, inspired content that reflects each of his passions. Upcoming content will include custom pieces of music and art developed by each group, and will serve as an additional venue to remind others to please drink responsibly. Check out for additional announcements and collaborations throughout the year.

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