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| March 21, 2008 | COPYRIGHT 2008 Financial Times Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

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l Diageo has finalised the details of its AGBP1.4 million marketing campaign to celebrate next year's 400th anniversary of the granting of Bushmills' original licence to distil. The push will include anniversary packaging for Bushmills Original, Black Bush and Bushmills Single Malt 10 Year Old, and in-store POS featuring anniversary branding. The Bushmills Storyteller programme will also see Irish actors attending a range of men's lifestyle events, summer festivals and bars to modernise the Irish tradition of storytelling whil e offering them a sample of Bushmills.

l Dooley's Original Toffee & Vodka is promoting its sponsorship of Sky Channel's Zone Romantica with an on-pack offer through Morrisons. From the end of March all 70cl bottles will have neck collars offering consumers the chance to win a five-star trip to Boston, where Ally McBeal, the lead show on Zone Romantica, is filmed. Fifty runners up will get an Ally McBeal box-set.

l Black Bottle Blended Scotch Whisky has been named the official whisky for Ceilidh Culture, Edinburgh's traditional arts festival. Showgoers will be able to enjoy a dram of Black Bo ttle at various concerts throughout the festival, which runs ...

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