Bowmore unveils first TR boutique with Avolta at Heathrow T5
This 100-square-meter multi-sensorial retail space is located in the main Level 2 T5 Departures area. The pop-up will be present until the end of January 2025.
Suntory Global Spirits has opened its first-ever Bowmore boutique in the travel retail channel, in partnership with global travel experience player, Avolta, at Heathrow Airport’s Terminal 5. The 100-square-meter space is located in the main Level 2 T5 Departures area. The pop-up will be present until the end of January 2025.
A landmark for the brand, this multi-sensorial retail experience will allow travelers to fully immerse themselves in the world of Bowmore and discover its iconic single malt whisky portfolio.
The boutique will showcase the new exclusive Bowmore Appellations Collection, which made its European travel retail debut in October at Heathrow Airport in partnership with Avolta. These four whiskies mark 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 single malts combine influences from Bowmore’s Islay home with the charm of renowned European terroirs.
The new retail space will also spotlight a selection of rare, vintage and limited-edition expressions. This includes Bowmore 30-Year-Old, Bowmore Timeless 33-Year-Old, Bowmore Vaults 1971, and the Bowmore Frank Quitely 23-Year-Od, 24-Year-Old and 34-Year-Old.
The boutique’s design reflects the new Bowmore visual world, incorporating the morphic fluidity and dominant use of the color black showcased on the new whisky packaging. Key features include distinctive transparent panel detailing and oak textured merchandizing units.
A selection of immersive and interactive elements will allow travelers to connect with the Bowmore brand on a deeper level. Visitors to the boutique will be invited to taste the new Bowmore Appellations 14-Year-Old and 16-Year-Old whiskies. They will also have the opportunity to learn about and sample Bowmore's permanent collection, and explore the rare and vintage whisky expressions.
The boutique’s design reflects the new Bowmore visual world, incorporating the morphic fluidity and dominant use of the color black showcased on the new whisky packaging
“The opening of our first-ever Bowmore boutique in global travel retail, at Heathrow’s Terminal 5, marks another significant milestone for the brand, as we strive to captivate the travelling consumer by offering multi-dimensional and immersive experiences to stimulate the senses,” notes Suntory Global Spirits Managing Director Global Travel Retail, Ashish Gandham. “It also underscores our commitment to travel retail, which remains a key brand-building channel for our portfolio."
“This new retail concept has been created to offer travel retail shoppers a deeper, richer experience, and aligns with our vision of positioning Bowmore as the world's most desirable single malt whisky. We are thrilled to partner with Avolta to open this landmark boutique, and further elevate our GTR offering through innovative and experiential best-in-class brand building,” he adds.
David de Miguel, Global Head of Liquor at Avolta, comments, “We are constantly seeking new and exclusive products to offer to our customers, whilst making the retail experience as immersive and engaging as possible. We are delighted to have been able to work in close partnership with the team at Bowmore, to help launch this first Bowmore boutique in travel retail. The multi-sensory experience it delivers, alongside the exceptional range of whiskies, will definitely delight and surprise travelers."
Fraser Brown, Retail Director at Heathrow, says, “We’re thrilled to welcome the first-ever Bowmore boutique to Terminal 5, offering our passengers a unique and immersive experience from one of the world’s leading whisky brands. Heathrow has recently been voted the 'Best Airport for Shopping,' and this Trinity partnership between Heathrow, Avolta and Suntory Global Spirits highlights Heathrow’s commitment to providing exciting travel retail experiences that engage and inspire our global travelers. We hope our passengers enjoy the craft and heritage of Bowmore, launching in time for the festive season.”
The boutique will showcase the new exclusive Bowmore Appellations Collection, which made its European travel retail debut in October at Heathrow Airport in partnership with Avolta
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