Bushmills in £4m give-away

Diageo whiskey brand Bushmills is running a £4m give-away promotion in selected pubs nationwide this month.

Consumers can win prize money of £8, £16, £400 and £1,608 via free scratch cards that come with every serving of Bushmills purchased.

The promotion, named "On The Money", is based on the fact that the Bushmills distillery is featured on Bank of Ireland bank notes. This year, the brand is also celebrating the 400th anniversary of the original licence to distil Irish whiskey given to the Bushmills area in 1608.

A national PR campaign will raise awareness of On The Money. More than 3,000 point of sale (PoS) kits will be available to licensees from mid-October. The kits are available to order on Bar Box or by calling 0845 601 5340. A free kit will be given away to all licensees purchasing two 70cl serves of Bushmills Original.

Diageo whisky brand director James Pennefather said: "What better way to help licensees to drive footfall during tough times than offering customers the chance to win cash? The On the Money promotion will top off a great year of celebrations for Bushmills and will continue to drive awareness of the brand."