Following the example of many alcohol brands, which collaborate with music bands or artists—Jack Daniel’s and Jim Beam to name just a few, Diageo’s whiskey brand Bushmills launches a website featuring visual collaborations electro-funk duo Chromeo and other artists such as Bon Iver and Foy Vance. Their tracks can be heard on the new website, which was created and launched by Pulse Group to strengthen the Irish whiskey brand positioning and make it more appealing to a younger generation of drinkers.