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Three new luxury expressions from Bowmore

Bowmore Distillery will be launching a luxurious range of three new Islay single malt whisky expressions in travel retail and duty-free shops worldwide from this month. This exclusive range of premium single malt whiskies will include Black Rock at £44.99, Gold Reef at £59.99 and White Sands 17 Year Old at £79.99.

Bowmore has created a new premium and highly giftable range that pays tribute to its previous collection – Bowmore Black, Bowmore Gold and Bowmore White. The new range was inspired by the elemental and rugged environment of the Scottish island of Islay. Drawing inspiration from known landmarks in the island, Bowmore has stylishly communicated the whiskies provenance, tradition and craftsmanship through the packaging designed by D8 creative agency in Glasgow.

David Wilson, global sales and marketing director at Morrison Bowmore Distillers says: “Matured in the finest oak casks, these whiskies have been hand selected for their unique character, allowing us to bring Islay to life for the discerning traveller around the world.”

At the heart of the range is Black Rock, a rich single malt named after the jaggy outcrop that’s clearly visible in the bay across from the distillery which stands on the shores of Loch Indaal. Matured predominately in first-fill ex-Spanish sherry casks, the result is a delicious balance of peat smoke, treacle toffee and orange.

Next is the Gold Reef which is matured mostly in first-fill ex-bourbon casks. This exceptional whisky is a satisfyingly smooth malt that exhibits deep golden hues, with flavours of vanilla, citrus fruits and coconut.

Lastly, White Sands 17 Year Old is inspired by the beaches of The Big Strand and Laggan Bay, a stretch of coast just south of the Bowmore Distillery. This whisky has been matured for 17 years in Bowmore’s legendary No.1 Vaults, the oldest maturation warehouse in Scotland. Enjoy notes of rich and ripe exotic fruits and malty sweetness bound together by warm peat smoke.

Interactive tastings
With European travel retail accounting for 85% of GTR sales in Europe, Bowmore will aim to create market cut through with a series of interactive tastings with the two core expressions of Black Rock and Gold Reef. Using the brand’s bespoke and beautifully crafted stands consumers will be invited for an interactive taste test at selected airports throughout 2014 to establish which whisky they prefer. Personalised ‘Taste of Islay’ postcards will be distributed with information on the range, along with information on the history and heritage of the brand.

9 April 2014 - Felicity Murray The Drinks Report, editor