Gulf Beverages partners with Dubai Duty Free in exclusive Bushmills regional launch
'Pioneers of smooth single malt': Bushmills 46-Year-Old Single Malt Irish Whiskey Secrets of the River Bush claims center stage in the Gulf Beverages and Dubai Duty Free promotion
Gulf Beverages has partnered with Dubai Duty Free in an exclusive regional launch of a landmark expression from Bushmills, the 46-Year-Old Single Malt Irish Whiskey Secrets of the River Bush.
This extraordinary bottling from Bushmills, the world’s oldest licensed distillery, founded in 1608, is a global limited edition of just 300 bottles (700ml, 46.3%ABV) and is available as a regional exclusive at Dubai Duty Free through Gulf Beverages, priced at US$13,500.
Created by the Bushmills Master Blender, Alex Thomas, the rare liquid has been matured for almost half a century in Sherry casks from the revered Antonio Paez Lobato Cooperage. The result is an outstanding union of four centuries of Bushmills heritage with oak and sherry to create a once in a lifetime delight for the senses.
Each bottle is presented in a numbered presentation box crafted in layered wood and etched with a pattern echoing the shape of the river’s path through the coastal landscape’s volcanic rock.
Dubai Duty Free and Gulf Beverages have worked closely together in creating a sophisticated and luxurious instore presentation befitting the unique quality and heritage of the regional launch of the Bushmills 46-Year-Old Single Malt Irish Whiskey Secrets of the River Bush. The centerpiece of the high profile promotion is a hexagonal-shaped plinth and display columns echoing the shape and patterns of over 40,000 basalt columns that 60 million years ago formed the famous Giant’s Causeway, the UNESCO World Heritage site located close to the Bushmills distillery.
Bushmills 46-Year-Old Single Malt Irish Whiskey Secrets of the River Bush: "The pinnacle of Irish whiskey craftsmanship"
Alongside the Bushmills 46-Year-Old Single Malt Irish Whiskey Secrets of the River Bush, the in-store launch presentation celebrates the Bushmills 26-Year-Old, which debuted earlier this month at Dubai Duty Free in another regional exclusive presentation. The Bushmills showcase is further complemented by an extensive range of ages from across the Bushmills portfolio - including 21YO, 15YO, 12YO, 10YO, 25YO, and 30YO - to provide shoppers with an unprecedented in-depth sharing of the Bushmills heritage and its dedication to perfection.
Chirag Aggarwal, Group Business Manager, Travel Retail, Gulf Beverages, commented, “The Bushmills 46-Year-Old Single Malt Irish Whiskey is the pinnacle of Irish whiskey craftsmanship and one of the most significant luxury product launches in global travel retail in 2025. Targeting highly discerning whisky collectors, the limited edition of just 300 bottles is presented as an exciting regional exclusive at Dubai Duty Free.”
Sharon Beecham, Senior Vice President Purchasing, Dubai Duty Free, added, “This is a perfect
example of how the partnership between Dubai Duty and Gulf Beverages is focused on curating a significant pipeline of prestigious launches from our portfolio of premium+ brands. By introducing a series of the most authentic and exciting new product launches, many as firsts for the region, Dubai Duty Free has become renowned as the leading specialist destination in the region for new discoveries from the world’s leading spirits brands.”
