The Stand campaign is based on a simple idea:
Times may change but principles and values endure.

When you stand up for what you believe is right, when you stay the course despite what others might think, when you are true to yourself, you build a strong foundation that will allow you to confront obstacles and challenges with serenity.

This is true of Bushmills which has been standing since 1608, bearing witness and withstanding Great Depressions, Prohibition Laws, Tariffs and even a Great Fire thrown in for good measure.

We are not defiant or angry… we face adversity with resolve and determination.

We believe in the enduring power of principle… and it is that belief that we celebrate with this campaign.