Immersion in greens

From the bus window, at an hour with a slightly funny from the metropolitan Belfast to a one and a half thousands of Bushmilli, Northern Ireland looks exactly as described by Ray Bradbury. “I looked out of the deck of the ferry“ Dan Lary ”and saw Ireland. The earth was green. Not just ordinary green, but all tones and shades. Even the shadows were green and glare that played on the pier of Dan Lary and on the faces of customs inspectors. I plunged into greens. " We, the Russian delegation, were lucky with the weather - the Irish rain clouds diverged, the bright sun was shining, giving the opportunity to consider the landscape described by more than one classic, in all the splendor. Rounded hills, country roads, large trees, agricultural buildings, flavoring fields and grazing cows, sheep and horses - everything was perfect: neat, even, smooth, sleek, rich in color, puffing with vital force. The picture was so juicy that it was not believed that you were looking at the dusty bus window, and not in the Instagram of the teenager sophisticated in special effects. Following the great science fiction writer, I wanted to yell around the bus: “Ireland is green. To die! Green! "

When, in the first minutes of traveling outside the Belfast, it was possible to cope with a visual shock, the brain received a blow to neurons through the smell organs. The classics were not warned about this: the suburban northern Ireland smelled abundantly by manure. Not just an ordinary droppings, but a powerful manner - also with a puffing vitality and also all shades of a dense smell. Experienced Irish farmers, through the possessions of which we, pampered urban residents, rushed by bus on the road to the whiskhound in Bushmilza, on the vignettes of this amber, who changed during the trip, we could determine which meadow in the morning their exemplary horses, bulls and lambs grazed in the morning. We plunged into greens and smell, which are characteristic of the Irish rural area for more than one hundred years.

Following the great science fiction writer, I wanted to yell around the bus: “Ireland is green. To die! Green! "

Actually, everything was conceived for this-we were taken to the previous viskourne to get acquainted with the tradition of the production of noble Irish whiskey and new tricks for its advertising and promotion. Since 2012, the Old Bushmills whiskikhorn hosts a hundred thousand tourists who want to admire old arches, copper vats and oak barrels in the year, hold a closed music festival Bushmills Live , which collects about a dozen groups and 500-700 guests from around the world. Guests are selected journalists, friends and partners of the Buschmills brand (they say that the three countries in which this variety of Irish whiskey is the most popular is the USA, Russia and Bulgaria). Musicians - and this is more interesting - mainly from the category of young and promising, still “green”, those who just declared themselves, but whose real hour will come a few years later, as for the past three distillation of alcohol, spilled in barrels from the American oak and stored in cool stone basements of whiskey.

Large corporations and non -recuited brands are now actively entering joint projects with well -known and completely unknown musicians in order to attract attention to their product and increase the audience. This is a popular trend of recent years, as marketers say . Bushmills whiskey, owned by the London company Diageo , collaborates with the Cornerstone advertising agency, which is an expert in pop culture and is the author of the most famous of such joint marketing projects. Campaign for Bushmills “Sincy Way Back” , in the framework of which actor Elijah Wood and the head of the American hipster vinyl label Dust & Grooves Zachi Kaui opened the headphones of the Brooklyn family h I -F I -Firs Grado , made from the same wood, which is the first to go to the portfolio on the site on the site Cornerstone , that is, they are proud of her and are considered exemplary. By the way, giant headphones made of two halves of barrels are the first thing that the guests of the festival meet when getting into the territory of Bushmills Live . In fact, this is well invented: headphones for a giant are a good attraction, a beautiful background for photographs, and a memorable symbol of the festival, which plays the cards of associations created around the brand with “antiquity”, “needlework” and “local traditions”. Not far from Vskikurni, a few minutes drive, is one of the wonders of nature - the road of giants, according to legend, arising after the Irish giant built a bridge over the strait to measure his strength with the Scottish.

This is an endless love for the green homeland and the same green longing that it sometimes evokes.

“Needlework” and “local traditions” are primarily manifested in the selection of musicians on Bushmills Live . The loud rockers of Levity Breaks and the sincere bard David Xi Clements - from the Belfast and, in addition, are prize -winners of the Bushmills Live Legacy Fund fund to support young musicians. As local musical guru, the vocalist of Snow Patrol Gary Lightbodi and the producer-producer Ian Archer regularly appear in the walls of Old Bushmills . This year they introduced their Tird Pony super group, in which the guitarist Remer Peter Buck and the drummer Belle & Sebastian Richard Kolberne also participate. In addition, Archer introduced the guests of the festival of his vocal protege Luke Sal Singha, who lit up in the selection of the BBC Sound of 2014 music award. Dublinets James Vincent McMurrow and the American group Matthew and the Atlas were born in different parts of the world, but in the best sense, old -fashioned music, which has more in common with the Irish folk than with modern trends. All the mentioned musicians, despite the different age, origin and sound, use the traditional rock tools, and in their songs there is a general tonality that is known to us from the songs of the main bard of Northern Ireland-a native of Belfast George Ivan Morrison. This is an endless love for the green homeland and the same green longing that it sometimes evokes.

Without unnecessary sorrows, on one non -enzyring breathing, the opening and closing groups of the festival performed. The first to play the carefree Brooklyn residents Rubblebucket , for whom it was the first European show in the first European tour. Judging by the orange mood of the songs Rubblebucket, according to their vigorous wind section, diving from the stage to the hall, the voice ping-pong, which is arranged by the vocalists of Kalmia and Alex, and the fact that the group completed their first European tour at the All-Russian Festival of Glastonberry, we will still hear about them.

The headliners of the festival, the Manchester The 1975 , were surrounded by such a close attention of guitar technicians and accompanying staff, as if they were already at least Rolling Stones . Their debut album really showed an unexpected result, seeming to take the first place of the British chart. However, despite the coherence of the group, an interesting sound, at the best moments reminiscent of the early Talk Talk , and the sexual attractiveness of the fragile vocalist Matthew Heil, this is not an exceptional group. There are many like that in Britain - let's see what will happen to them in a year.

However, now we are strict on the Hamburg account of large European Openayers , which have hundreds of teams and gather tens of thousands of listeners. In the warm, even intimate, atmosphere of Bushmills Live , when you are waiting for the next performance, you are standing with a glass of 12-year-old single-haliby whiskey, you discuss with the Austrian expert on strong drinks and a bard of Belfast, which will surely perform at the next festival, the comparative virtues of local aniles, as well as the alcoholic superpecifications of representatives of different nations, You observe how the landscape in the sunset sun plays with shades of green, and periodically catch the heady smell of a broken malt, breaking out of the pipes of the distillation workshop, you understand that the only festival in whiskek is a brilliant advertising idea. Regardless of Linap, so it is doubly wonderful that it is given to young musicians.

By the way, the previous advertising course of the Bushmills whiskey was to place the image of the whisker on the banknotes of the Bank of Ireland . It is also beautiful, but it doesn’t smell.