Bowmore updates look of core range

Beam Suntory brand Bowmore has revealed a new look across its core range, from Bowmore 12 Years Old to Bowmore 25 Years Old and its newly released Bowmore No.1.

Bowmore claims the design is inspired by the crashing waves of the Atlantic Ocean. Bowmore’s ancient sea walls have protected the rare casks and liquids concealed within for more than 230 years. It is the conditions of the No. 1 Vaults, claimed to be the world’s oldest scotch maturation warehouse, that creates Bowmore’s balanced whiskies.

The packaging communicates Bowmore’s history and heritage as part of a global campaign, 'Unlock Hidden Depths', which also sees the brand offer a virtual reality experience to bring the legendary No.1 Vaults to life.

Each expression is presented in a carton that portrays the wooden doors of the vaults and highlights the establishment with a signature from David Simpson, Bowmore’s original founder. Inspired by the natural colours of the vaults and the white exterior walls of the distillery, the packaging features muted tones while championing the age statement.

Subtly embossed on each label is the Bowmore icon of a padlock, an illustration of the lock still used today on the No. 1 Vaults. Perched on Islay’s edge, Bowmore’s No. 1 Vaults have remained unchanged since they were established in 1779.

Hannah Fisher, international marketing manager of malts, Beam Suntory, says: “Bowmore is a brand with rich heritage and having the world’s oldest Scotch maturation warehouse that houses so many treasures in each and every cask we wanted consumers to be able to see and feel this unique environment and unlock the hidden depths of the brand for themselves."

Filmed using a drone and using educational and interactive touchpoints, Bowmore's new virtual reality tour, Unlock Hidden Depths, invites audiences to discover the story of how Bowmore whiskies are finished and balanced to create a character with complex flavours.

Wherever they are in the world, viewers will be transported to Scotland’s famous whisky island, Islay, where they will be taken on a virtual tour of Bowmore’s distillery.

The virtual reality tour can be streamed on home devices and viewed with or without Bowmore branded Google Cardboard glasses via Bowmore’s new website www.bowmore.com.

8 February 2017 - Sam Coyne The Drinks Report, editorial assistant