Bowmore to the fore with its Appellations Collection at Singapore Changi
Suntory Global Spirits has launched the Bowmore Appellations Collection travel retail exclusive whisky range, supported by two high-profile airport activations, in Singapore Changi and London Heathrow airports.
The Collection marks an innovative 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, these four new whiskies embody influence from Bowmore’s unique Islay home, together with the charm of renowned European terroirs.
The Singapore Changi showcase
The Singapore Changi airport activation is taking place in T1 Departures Central, from November 1 to December 11, in partnership with Changi Airport Group and Lotte Duty Free Singapore. Changi is the first location to launch the new Bowmore Appellations Collection in Asia, with exclusivity in the region throughout the month of November.
The multi-sensorial Changi pop-up space has been designed to showcase the new Bowmore visual world, reflecting the morphic fluidity and dominant use of the color black that characterizes the striking new packaging. Key features include distinctive transparent panel detailing, oak textured merchandising units, and colorful signage, to attract attention and drive footfall.
Four expressions in the Bowmore Apellations Collection are highlighted
The Changi activation incorporates an educational area which highlights the unique provenance and terroir of each whisky expression. Passengers can discover the different whisky profiles, supported by insightful tasting notes. They can also immerse themselves in the new whisky world by sampling all four expressions, in addition to a special Ruby Manhattan cocktail crafted with the Bowmore 16-Year Old. This is matured in American Oak ex-Bourbon casks and European Oak Sherry casks and finished in hand-selected Ruby Port casks from the Douro Valley.
In addition to spotlighting the new Bowmore Appellations Collection, the Changi activation incorporates a dedicated corner featuring immersive displays and video elements that showcase a selection of rare and vintage Bowmore expressions, including the 25-Year Old, the 30-Year Old and the limited-edition Bowmore Timeless 33-Year Old GTR exclusive.
To further elevate the shopping experience, a selection of GWPs is available. For iShopChangi and Changi Rewards loyalty program members these include an exclusive Bowmore Diffuser with each qualifying spend of $S180 (US$134).
In addition to the T1 pop-up location, the launch of Bowmore Appellations will be highlighted via HPPs and new dedicated wall bays across multiple terminals. The introduction will also be supported by an extensive OOH campaign across Changi’s T1 Digital Network.
Chandra Mahtani, Head of Airside Concessions at Changi Airport Group, commented, “Changi Airport is excited to toast the partnership with Suntory Global Spirits and Lotte Duty Free to launch Bowmore’s new global travel retail series in Asia. These exclusive offerings provide a fresh perspective on the Bowmore experience, and we are confident that this collaboration will raise the bar in our shared vision of delivering premium spirits to discerning travellers.”
Jeff Jeong Soongyu, Managing Director for Lotte Duty Free Singapore, noted, “The Bowmore Appellations series is a perfect complement to our premium offerings at Lotte Duty Free, bringing exclusive depth and heritage to the whisky experience we provide at Changi Airport. This collection highlights our dedication to deliver elevated experiences that resonate with the expectations of our global travellers.”
Heathrow airport “leads the way within Europe”
The European travel retail debut of the new Bowmore Appellations Collection is taking place in Heathrow Airport, in partnership with global travel experience player, Avolta.
Bowmore in the eye-catching high profile activations at London Heathrow
The one-month exclusive introduction period is being supported by an extensive cross-terminal program of activations and activities, beginning in November with a high-profile Contentainment space takeover in Heathrow Terminal 2. Featuring transparent panel detailing, oak textures and the signature Bowmore black, the morphic fluidity of this activation has been designed to reflect the new brand visual world.
In November, the Bowmore brand profile will be further highlighted to travelers through Avolta’s World Duty Free stores and the ‘Whisky of the Month’ initiative. Heathrow travellers will also be invited to taste the new Bowmore 14-Year Old and Bowmore 16-Year Old whiskies at the new Bowmore boutique, located in Heathrow Terminal 5 Departures Level 2. There will also be a GWP program, and extensive OOH advertising during the month-long European exclusivity period, across all Heathrow terminals.
Bowmore spotlights the infinite layers of flavors offered within its Appellations Collection
Looking further ahead, in January 2025 the Bowmore Appellations Collection will be featured within Heathrow’s Terminal 5 Whisky Wall. This presence will also be supported by tastings and Brand Ambassadors, plus a multi-platform digital campaign. Elsewhere, in Heathrow Terminal 2 in January, there will be a secondary Bowmore touchpoint, in addition to a secondary touchpoint and tastings in Heathrow Terminal 3.
In London Gatwick North, the Bowmore Appellations launch will be supported by a tasting bar within Avolta’s World Duty Free store, that will offer travelers the opportunity to sample the special Ruby Manhattan cocktail. There will also be a Bowmore tasting bar in the World Duty Free store located in Manchester airport’s Terminal 1.
David de Miguel, Global Head of Liquor at Avolta, said, “We are delighted to debut the new travel retail-exclusive Bowmore Appellations collection in our World Duty Free stores at Heathrow, and to then continue the roll-out to our stores in London Gatwick and Manchester airports. We have an extensive program of activations and tasting sessions planned to really elevate the in-store experience and help our customers to discover and enjoy these exceptional whiskies for themselves.”
