Bowmore bets on a brand transformation

Suntory Global Spirits-owned single malt Scotch whisky brand Bowmore is introducing two new boutique collections in a fresh brand livery.

Bowmore Appellations is a travel retail exclusive series, a collaboration with some of the world’s finest wine-producing regions, from the vineyards and wineries of Burgundy and Bordeaux to the exclusive port houses of the Douro Valley.

Bowmore 22yo Sauternes Cask Finish whisky

The collection comprises: Bowmore 14yo, matured in American oak ex-Bourbon casks and finished in Bordeaux barriques; Bowmore 16yo, matured in American oak ex-Bourbon casks and European oak sherry casks, and finished in ruby port casks from the Douro Valley; Bowmore 19yo, matured in American oak ex-Bourbon casks and finished in Pinot Noir casks from Burgundy; and Bowmore 22yo, matured in American oak ex-Bourbon casks and finished in Sauternes casks.

Bowmore Appellations Collection will be available in key travel retail hubs, beginning with exclusive launches at London Heathrow and Singapore Changi airports, from October 2024.

Meanwhile, the Bowmore Sherry Oak Collection showcases four whiskies: 12yo, 15yo, 18yo and 21yo. Bowmore Sherry Oak range will begin to roll out to key global cities including London, Paris, Toronto and Munich from September 2024, via domestic whisky specialists and luxury retailers.

The permanent portfolio of Bowmore whiskies will take on the new livery and start to make itself known from early 2025, Suntory said.

The fresh design aims to express the brand’s spirit story in a clear and authentic way. Inspired by the expressive and layered nature of Bowmore’s character, the morphic linework design reflects this. The dominant use of the colour black, part of the brand livery for decades, pays homage to one of the most iconic whiskies – Black Bowmore, distilled in 1964.

Deeper, richer experiences

Bowmore Marketing Director Kirsteen Beeston said: “We have a duty of care as custodians of this incredible distillery to best reflect and capture the true essence of Bowmore, out of both respect to all that has been achieved so far but equally out of a desire to ensure we honour the spirit as we know it today. As such, we made the decision to evolve the world which surrounds the brand, across brand creative, experience and innovation.

“This is exemplified by the upcoming launch of two new whisky ranges: Sherry Oak Cask and Bowmore Appellations which, along with the existing range of Bowmore whiskies, will be offered to our customers and consumers in a new brand livery. As we look to the future, we aim to redefine what it means to enjoy a glass of Bowmore, transforming each moment into a captivating experience.”

Suntory Global Spirits Brand Marketing Director Global Travel Retail Manuel Gonzalez noted: “Travel retail is a key showroom for our iconic global brands, and I am very proud that we are able to offer our retail partners such an exceptional new channel-exclusive collection. Bowmore Appellations is a very special series, a showcase for the multi-dimensional Bowmore spirit, and the different terroirs celebrated through these expressions.”

He added: “We know that our travelling consumers expect high-quality product innovation and authenticity, enhanced with deeper, richer experiences. This new collection embodies our commitment to deliver a best-in-class premium brand portfolio, to truly elevate the airport shopping experience, and to help us achieve our ambition to become the world’s most admired premium spirits company."