Bowmore Distillery unveils three travel retail exclusives
Source: ©The Moodie Report
By Matt Willey
Bowmore Distillery has announced it is to launch three new expressions exclusively within the global travel retail sector: 100 Degrees Proof, Springtide and the limited-edition Bowmore 1983. Available from March 2012, the new expressions will sit alongside the existing travel retail range: Surf, Enigma 12 Years Old, Mariner 15 Years Old and 17 Years Old.
To support the new launches the distillery confirmed it will be partnering with key customers to launch innovative activation tools, which it says will “bring Islay alive and emphasise Bowmore’s perfectly-balanced taste profile, giving consumers a taste of the magical island in the most unlikely of places – airports.”
The new activation tools include sensory sampling units, large wall bays providing shelf stand out, and specially created sensory experiential activities within flagship airport terminals.
In addition Bowmore has also announced brand new packaging for its entire range – a premium gift box and refreshed bottle design. The new high-quality carton packaging redesign aims to support the premium brand positioning and strong brand personality. It is also in response to consumer demand for a greater level of education on the taste experience and the history of the whisky and as such the new packaging communicates the brand’s unique status as the first Islay Single Malt and its 200 years of experience and heritage.
“The new look features a greater level of foiling and gloss embossing. The updated distillery illustration has a warmer and more emotive look and feel that strongly conveys the whisky’s roots, that is the magical island of Islay, giving category differentiation and shelf appeal,” said Bowmore.
“The design of the bottle has also been enhanced, with the label featuring a sleeker look to ensure back bar stand-out and differentiation,” the distillery added.
Bowmore’s recent modifications have also improved the brand’s environmental credentials. The new bottle is made of a lighter weight glass and the new cartons are completely recyclable, all of which significantly reduces the brand’s carbon footprint.
Morrison Bowmore Distillers Head of Brands Kirsteen Beeston said: “Our new travel retail offering has been a key priority for us over the past year. With a greater range of expressions available to the global traveller and a redesign that represents the brand’s core values and personality; we hope these offerings will contribute to our year on year continued growth.”