Suntory Global Spirits is introducing two new boutique collections for Bowmore this autumn, one a travel retail exclusive series, and the other available only domestically.
The company says these series unveil a new chapter for Bowmore that elevates and premiumizes the brand, reflective of its desirability and collectability within the single malt market.
Bowmore Appellations is a travel retail exclusive series of four whiskies that collaborates with some of the world’s finest wine-producing regions from Burgundy, Bordeaux and the port houses of the Douro Valley.
Bowmore 14-Year Old is matured in American Oak ex-Bourbon casks, and finished in hand-selected Bordeaux barriques.
Bowmore 16-Year Old is matured in American Oak ex-Bourbon casks and European Oak Sherry casks, finished in hand-selected Ruby Port casks from the Douro Valley.
Bowmore 19-Year Old is matured in American Oak ex-Bourbon casks and finished in hand-selected Pinot Noir casks from Burgundy.
Bowmore 22-Year Old is matured in American Oak ex-Bourbon casks and finished in hand-selected Sauternes casks.
Bowmore Appellations Collection will be available in key GTR hubs, beginning with exclusive launches at London Heathrow and Singapore Changi, from October 2024.
Bowmore Sherry Oak Collection – available in domestic markets — is a series of four whiskies featuring a 12-Year Old, 15-Year Old, 18-Year Old and 21-Year-Old. 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.
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 traveling 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.”
New livery
The permanent portfolio of Bowmore whiskies will take on a new livery and start to make itself known from early 2025.
At the heart of this transformation is the overall design and visual world of Bowmore. With a clear desire to put the whisky at the heart of the new design, the morphic linework design is inspired by the expressive and layered nature of Bowmore’s character. The dominant use of the color black, a legacy color, part of the brand livery for decades, also pays homage to one of the most iconic whiskies – Black Bowmore, distilled in 1964.
