Whiskey Wednesdays

Posted on May 06, 2020


If you haven’t heard of Instagram Live or IGTV by now, you might be living under a rock. A phenomenon that has become increasingly popular over the last number of weeks, Instagram Live allows viewers to watch live-streamed videos on Instagram and engage with the person or brand behind the video in real-time. IGTV allows you to watch these videos back afterwards in your own time. 

Last month, the team at Clearbox launched Whiskey Wednesday, a four part Instagram-led series, with Bushmills Irish Whiskey. The series was designed to guide viewers through the world of Bushmills and bring the brand into viewers’ homes through bitesize, easy to digest, virtual sessions. Each episode, hosted weekly on Instagram Live, saw representatives from Bushmills explore a different topic. 

The first episode kicked off with ‘The history and legacy of Bushmills Irish Whiskey,’ setting the scene for the series by exploring the rich heritage of the brand. The following two weeks took viewers through the whiskey-making process, from malting, mashing and fermentation, to distillation and maturation. To close the series, viewers were led through an in-depth, how-to tasting of both Black Bush and the Bushmills 10 Year Old Single Malt. 

Viewers were able to engage directly by liking, commenting and asking questions throughout. It allowed for instant two-way communication and provided the opportunity for a dialogue to unfold between Bushmills’ representatives and the audience watching the live-stream. 

Before and after each episode, it was brilliant to see Bushmills’ social followers posting their own Instagram Stories or posts using #RaiseAGlass, tagging @BushmillsIRL and continuing the conversation outside of the live-stream. 

The results? A total viewership of over 1K across the series, an overall social reach of 170.2K with 1.3K engagements, and a 7% growth in Instagram follower numbers across the four weeks.