Irish Distillers has ordered an associate company in Britain to withdraw "an extremely inappropriate" promotion for Black Bush whiskey. A spokesman for Irish Distillers said the promotion drew an unacceptable connection between the whiskey's brand name and pubic hair.
Campbell Distilleries, like Irish Distillers a subsidiary of Pernod Ricard, is the distributor of Black Bush in Britain. The Irish Distillers spokesman said its distributor arranged sponsorship of a "body artist" and tattooist whose work might eventually be exhibited. Irish Distillers became aware of this only on Friday evening through media reports in Britain and ordered the immediate cancellation of the promotion. The spokesman said Irish Distillers' chief executive, Mr Richard Burrows, had "a face like thunder" when he heard of the planned promotion.
Black Bush is distilled is Bushmills, Co Antrim, and is a premium product in the Irish Distillers portfolio of whiskeys. The aborted promotion is bound to be the subject of a commercial inquest by the French parent company into the row between two subsidiaries.