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Bowmore revamps core range packaging
Beam Suntory-owned Bowmore single malt Scotch whisky has redesigned the packaging for its core range, with the new-look tubes and bottles set to roll out from February.
Each expression, from Bowmore 12 Year Old to Bowmore 25 Year Old, plus the recently launched Bowmore No.1, is presented in a carton that portrays the wooden doors to the distillery’s No.1 Vaults warehouse.
The colour scheme is based on the natural colours of the No.1 Vaults and the white of the Islay distillery’s exterior walls. The backdrop is purposefully muted to emphasise the age statement.
The pack also features the signature of the Bowmore co-founder David Simpson.
“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”, said Hannah Fisher, international marketing manager of malts at Beam Suntory.
According to the brand, the design is said to communicate the “hidden depths” of Bowmore’s history and is in line with its new global campaign, Unlock Hidden Depths, a virtual reality experience based on the No.1 Vaults.
The marketing initiative provides users with a tour of the warehouse and features educational elements focusing on the creation of the whisky and the history of the distillery.
Last month, the brand released Bowmore Vault Edition Atlantic Sea Salt – the first whisky in a four-part collection designed to champion the distillery’s core flavours.