Bowmore Unveils Exciting New Design And Packaging Across Entire Range
Published Date: 6th February 2012
Plus Three New Expressions Exclusive To Global Travel Retail
January 2012: Bowmore, the first Islay Single Maltwhisky, today proudly unveils brand new packaging for its entire domestic and global travel retail / duty free range – a premium gift box and refreshed bottle design which will be released in February 2012.
As it enters this new-look era, Bowmore has also announced three new additions exclusive to the global travel retail sector: 100 Degrees Proof, Springtide andthe limited edition Bowmore 1983.
This new high-quality carton is a bold move by Bowmore, one of the top ten selling Single Malts in the world, as it is a distinct modification from the traditional tube packaging and supports its premium brand positioning and strong brand personality. This exciting redesign follows a hugely successful 2011 performance with continued growth for the brand.
The changes are 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 worth of experience and heritage.
The new look reinforces Bowmore’s ‘gift-ability’ as it features a greater level of foiling and gloss embossing thus creating shelf stand-out. 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. The design of the bottle has also been enhanced, with the label featuring a sleeker look to ensure back bar stand-out and differentiation.
Bowmore’s recent modifications have also improved the brand’s environmental credentials considerably. 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.
Kirsteen Beeston, Head of Brands at Morrison Bowmore Distillers, comments: “We are excited to be taking Bowmore into a new era with this new gift box and bottle design. This has been a key priority focus for us over the past year as we wanted to ensure the design not only better represents the brand’s core values but also develops a stronger, more defined brand personality that consumers can engage with. We hope that this exciting change will contribute to our continued growth.”
Inaddition to its current global travel retail/duty free range (Surf, Enigma 12 Years Old, Mariner 15 Years Old and 17 Years Old), Bowmore is also launching three new additions to the collection, which will be available from March 2012.
BOWMORE 100 DEGREES PROOF
The term ‘proof spirit’ was first coined by British sailors during the 18th century who would check that their rum rations hadn’t been watered down by mixing it with gunpowder and lighting it. If it would still light, this proved it was 100% proof. There is no need to verify Bowmore’s authenticity or strength; the new small batch release Bowmore 100 Degrees Proof is cask-strength and non-chill filtered.
COLOUR: Rich auburn
NOSE: Fresh Islay sea air, subtle sweet malt and oak smoke
PALATE: Rich luscious smokiness, balanced with sweet caramelised sugar, vanilla and citrus notes
FINISH: Powerful and warm
The new expression takes its name from the high tide of spring, when the earth, sun and moon are all aligned. Predominantly matured in first-fill Spanish Oloroso sherry casks, this beautifully rich expression is packaged in a super premium gift pack, the perfect purchase both as a gift and for the whisky enthusiast.
COLOUR: Warm bronze
NOSE: Abound in chocolate and sticky figs, which balance perfectly against the classic sea-salt peatiness
PALATE: Rich in treacle toffee with raisins and dark sherry
FINISH: Lingering smoky finish
The Bowmore 1983 will be available in the global travel retail market and marks the launch of the 1980s vintage series for this sector. Decanted from a single hogshead cask, this rare, limited edition has rested, undisturbed in the legendary No.1 Vaults, the maturation warehouse below sea level.
COLOUR: Brilliant bronze
NOSE: Just a touch of fresh Atlantic sea-salt followed by Bowmore’s signature peat smoke with a hint of delicious ripe blackberry
PALATE: Captures the essence of Bowmore – earthy peat balanced by a gentle fruitiness
FINISH: Lingers on with fresh fruit and peat notes at the very end
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