Bowmore reveals transformational style and new boutique whisky collections
The new Bowmore Appellations range includes four wine cask aged single malt whiskies that are exclusive to GTR and collectively represent a ‘new chapter’ for the Suntory Global Spirits-owned brand that wants to offer travelers a more elevated, premium choice
Suntory Global Spirits is poised to unveil a new chapter for Bowmore – a story of elevation and premiumization, reflective of Bowmore’s desirability and collectability within the single malt market.
This autumn the house will introduce two new boutique collections, one of which is a travel retail exclusive series, and one of which is available on domestic markets only.
These two new collections will showcase the full spectrum of what Bowmore can offer in terms of flavor and provide more choice and variety to the existing and new Bowmore drinker.
The 14 yo Bordeaux Cask Finish is matured in American Oak ex-Bourbon casks and finished in Bordeaux barriques, with subtle berry notes, smoke and orchard fruit aromas and a sweet dark chocolate finish
Bowmore Appellations is a travel retail exclusive series, a 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 whiskies embody influence from the brand’s unique Islay home together with the charm of renowned European terroirs.
• Bowmore 14-Year Old is matured in American Oak ex-Bourbon casks, and finished in the finest, hand-selected Bordeaux barriques. The resulting character is vibrant with smoke and orchard fruit aromas enlivened by the berry sweetness of a finish in Bordeaux casks.
• 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. A rich and complex whisky with a mature, autumnal ripeness and smoke, giving more richness from the finish.
• Bowmore 19-Year Old is matured in American Oak ex-Bourbon casks and finished in hand-selected Pinot Noir casks from Burgundy. Smoldering and expressive, this single malt is defined by subtle smokiness and well-rounded character with complex toasted and caramelized flavors.
• Bowmore 22-Year Old is matured in American Oak ex-Bourbon casks and finished in hand-selected Sauternes casks. Sweet and surprisingly fruity, this single malt promises unprecedented dimensions of character, with elegant complexity balanced by the sweet, light notes of a finish in 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 showcases the role of the very best European oak Sherry casks in shaping layers of depth and flavor, both complimenting and enhancing the expressive signature style.
The 16 yo Ruby Port Cask Finish is matured in American Oak ex-Bourbon casks and European Oak Sherry casks, finished in Ruby Port casks from the Duoro Valley and takes on complex stone fruit notes with autumnal ripeness
Each of the four whiskies captures different dimensions of character and celebrates Bowmore’s ability to achieve layers of flavor. This collection comprises 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.
The permanent portfolio of Bowmore whiskies will take on the new livery and start to make itself known from early 2025.
Crafted with intent, Bowmore is said to have an inherent appreciation as to how each moment comes to bear on the character of its whisky. It makes its whiskies this way on purpose, shaping every drop, adding depth and distinction of flavor to shape its multi-dimensional single malt.
The 19 yo Pinot Noir Cask Finish is matured in America Oak ex-Bourbon casks and finished in Pinot Noir casks from Burgundy, it’s defined by subtle smokiness and well-rounded character with complex toasted and caramelized flavors
As the house reflects on almost 250 years of existence, there are many milestones which have guided this distillery and its whiskies to this moment. This year not only represents 60 years since the dawn of the Black Bowmore, but it also marks another landmark in the brand’s ever-evolving story. Due to the inherent scarcity of the spirit, the ambition is to truly realize its full value by investing to retain and enhance its place. Only by offering a best-in-class global portfolio, showcasing the true breadth and depth of Bowmore, can this be achieved.
At the heart of this transformation is the overall design and visual world of Bowmore. With a clear desire to put the whisky in the bottle at the heart, the new design of Bowmore expresses the spirit story in the clearest and most authentic way. Inspired by the expressive and layered nature of Bowmore’s character, the morphic linework design reflects this. 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.
At the top of the range, the 22 yo Sauternes Cask Finish is matured in American Oak ex-Bourbon casks and finished in Sauternes casks and has a sweet, tropical taste with elegant complexity balanced by a sweet and honeyed finish
Kirsteen Beeston, Marketing Director of Bowmore, said, “We have a duty of care as custodians of this incredible distillery to best reflect and capture the true essence of Bowmore, out of both respect to all that has been achieved so far but equally out of a desire to ensure we honor the spirit as we know it today. As such, we made the decision to evolve the world which surrounds the brand, across brand creative, experience, and innovation.
“This is exemplified by the upcoming launch of two new whisky ranges: Sherry Oak Cask and Bowmore Appellations which, along with the existing range of Bowmore whiskies, will be offered to our customers and consumers in a new brand livery. As we look to the future, we aim to redefine what it means to enjoy a glass of Bowmore, transforming each moment into a captivating experience.”
Manuel Gonzalez, Suntory Global Spirits Brand Marketing Director Global Travel Retail, commented, “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.
“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.”
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