Just sittin' on some amps, throwin' back
the Bushnills, yo. (view big version)

As Pitchfork points out, Justin Vernon – along with co-managers Nate Vernon (his brother) and Amble Down's Kyle Frenette – are part of a campaign for Bushmills Whiskey called "Since Way Back". The campaign aims to celebrate "the lives and brotherly relationships of artists and influencers across the world, and collaborates with each to produce creative, inspired content that reflects each of his passions." Don't know about you, but when I think of the brotherly relationships of artists and influencers across the world, I get a hankering for some premium Irish whiskey. Besides appearing in ads, the boys will create original pieces of music and art. Pitchfork quotes a press release from Bon Iver central:

"I owe everything to the creativity of my friends and neighbors who have all influenced and supported me along the way. Bushmills approached Bon Iver about collaborating with them on 'Since Way Back,' and I didn't hesitate when I knew all of us - Nate, Kyle and [audio engineer] Brian - could be involved. The way the campaign was presented to us, as a program that rewards groups of friends who have built success around what they love, made it feel right and appropriate for us to participate. The founders of Bushmills developed a recipe that lasts. We hope to do the same with our music."

Elijah Frodo Wood is also part of the campaign. See the Pitchfork post for more info, including a high-five-laden video of a party Bushmills threw for Bon Iver.

Thanks to Doug for the tip.