Bowmore unveils new packaging across its range

08 March, 2017

Bowmore Islay Single Malt Whisky has revealed new packaging across its core range, with the aim of “communicating the hidden depths” of the brand and paying tribute to the world’s oldest Scotch maturation warehouse.

The packaging highlights Bowmore’s rich history and heritage, as part of a new global campaign, Unlock Hidden Depths, which also sees the brand offer a virtual reality experience to bring the legendary No.1 Vaults – its maturation warehouse - to life.

Each expression is presented in a carton that portrays the wooden doors of the legendary No.1 Vaults, which are perched on Islay’s edge and remain unchanged since they were first established in 1779.

The new virtual reality tour, which is filmed using a drone and uses education and interactive touch points, invites audiences to discover the ever-evolving story of how Bowmore whiskies are finished and perfectly balanced to create a deeper character with complex flavours.

Hannah Fisher, international marketing manager of Malts at Beam Suntory, said: “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.”

Bookmark this

Site Search


Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know