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Bon Iver's Justin Vernon regrets appearing in a Bushmills ad

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Gary Miller/FilmMagic

Back in 2011, Bon Iver frontman Justin Vernon appeared in ads for Bushmills Irish Whiskey—and, turns out, he regrets it.

In a new interview with GrantlandVernon says that he loves the product itself—especially because of its connection to his father, who also shares his fondness of Irish whiskey—but feels like he “missed the mark on that one.” “[Bushmills is] run by a corporation, and you kind of forget that they’re not interested in you or really what you’re doing,” he said. “They’re interested in your popularity and your reach, and it felt really sickening after a while.”

“Not badmouthing Bushmills the company, but I regret it,” Vernon went on. “I regret it because it wasn’t us and they put my face on a f–king billboard, even though it was a cool billboard and I was with my brother and my sound engineer and we’re buds and we got drunk while we had the photo shoot.”

Vernon also told Grantland that there are no plans for putting out another record as Bon Iver. “We don’t have any plans. We’re not being secretive — we just don’t have any plans,” he said. The sentiment is similar to what he’s said in the past about taking time off from Bon Iver. Back in 2012, he said Bon Iver was “winding down” in an interview with Minnesota’s radio station 89.3. “I look at it like a faucet,” he said at the time. “I have to turn it off and walk away from it because so much of how that music comes together is subconscious or discovering.”

Read the full interview, which also includes Vernon talking about his upcoming Wisconsin-set Eaux Claires Music and Arts Festival and Bon Iver’s future, over at Grantland.

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