BOWMORE UNVEILS EXCITING NEW DESIGN AND PACKAGING ACROSS ENTIRE
RANGE
January 2012: Bowmore, the first Islay Single Malt whisky, today proudly unveils brand new packaging for its entire range – a premium
gift box and refreshed bottle design which will be released in
February 2012.
This new high-quality carton is a bold move by Bowmore, one of the
top ten selling Single Malts in the world, as it is a distinct modification from the traditional tube packaging and supports its premium brand
positioning and strong brand personality. This exciting redesign
follows a hugely successful 2011 performance with continued growth
for the brand.
The changes are also in response to consumer demand for a greater
level of education on the taste experience and the history of the
whisky and as such the new packaging communicates the brand‟s unique status as the first Islay Single
Malt and its 200 years worth of experience and heritage.
The new look reinforces Bowmore‟s „gift-ability‟ as it features a greater level of foiling and gloss
embossing thus creating shelf stand-out. The updated distillery illustration has a warmer and more
emotive look and feel that strongly conveys the whisky‟s roots, that is the magical island of Islay, giving
category differentiation and shelf appeal. The design of the bottle has also been enhanced, with the label
featuring a sleeker look to ensure back bar stand-out and differentiation.
Bowmore‟s recent modifications have also improved the brand‟s environmental credentials considerably.
The new bottle is made of a lighter weight glass and the new cartons are completely recyclable, all of
which significantly reduces the brand‟s carbon footprint.
Kirsteen Beeston, Head of Brands at Morrison Bowmore Distillers, comments: “We are excited to be
taking Bowmore into a new era with this new gift box and bottle design. This has been a key priority
focus for us over the past year as we wanted to ensure the design not only better represents the brand‟score values but also develops a stronger, more defined brand personality that consumers can engage
with. We hope that this exciting change will contribute to our continued growth.”
For more information, please visit www.bowmore.com and www.facebook.com/bowmore
Bowmore
Founded in 1779, Bowmore is the oldest Distillery on Islay, one of the Scottish isles, which make up the
region known as the 'Islands' in the lexicon of Whisky. The other regions are the Highlands, Speyside and
the Lowlands. Islay malts are famous for their characteristic smokiness and Bowmore is no exception; we
carefully smoke our malt and use skills handed down from generation to generation to craft a perfectly
balanced Single Malt.
Bowmore's adherence to traditional production methods helps to shape the character of our Single
Malts. We're one of only a few distilleries anywhere which still produces its own floor malted barley,
hand-turned by traditional wooden malt shovel and hand drawn machinery. For our whiskies we draw
water from the Laggan River, with its rich peaty overtones, and it's the same Islay peat that fires the maltdrying
kiln.
Bowmore Distillery's close proximity to the sea is also vital in determining the final character of our
spirit. The legendary Bowmore No. 1 Vaults is where most of our whiskies spend their long lives resting
quietly in the cool, dark, damp cellars below sea level, oblivious to the waves thrashing the Vault's seafacing
wall.
They mature in oak casks, previously used for bourbon, sherry or claret, gradually developing rich and
mellow flavours.
It's this combination of peat, barley, sea breeze, water, wood, people and tradition that together create
the perfectly balanced warm and smoky character of Bowmore Single Malt Whiskies.
The Bowmore domestic product range:
- Bowmore Legend
- Bowmore 12 Years Old
- Bowmore 15 Years Old „Darkest‟
- Bowmore 18 Years Old
- Bowmore 25 Years Old
Islay
Islay is the southernmost island of the Inner Hebrides, and is also known as "The Queen of the
Hebrides." Its mild climate and rich peaty soil make it ideal for creating whisky, and despite having a
population of not much more than 3,000, it's home to no fewer than eight distilleries.
