Bowmore unveils new travel retail rangeBy Becky Paskin
Islay distillery Bowmore is introducing a new exclusive range of single malt Scotch whiskies to global travel retail this month.
The range, which is being rolled out from April, includes three expressions: Black Rock, Gold Reef and White Sands 17 Year Old.
Paying homage to its previous travel retail collection – Bowmore Black, Gold and White, which Morrison Bowmore describes as one of the world’s most collectable single malt ranges – the “premium and highly giftable” range is targeted at “whisky connoisseurs and collectors” travelling through select airports.
David Wilson, global sales and marketing director at Morrison Bowmore Distillers, said: “We are delighted to present this new range of luxurious single malts, exclusively to travel retail and duty free.
“Matured in 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.”
Black Rock, the “heart” of the range, is a 40% abv single malt matured mostly in first-fill Sherry casks for a “peat smoke, treacle toffee and orange” flavour. It carries an RRP of £44.99 for one litre.
Gold Reef meanwhile has been mostly matured in ex-Bourbon casks for a vanilla, citrus and coconut palate, and bottled at 43% abv. It retails for £59.99 for one litre.
White Sands 17 Year Old, inspired by the beaches of The Big Strand and Laggan Bay near the Bowmore Distillery, has been matured for 17 years in the distillery’s No.1 Vaults, bottled at 43% abv and is described as tasting of “ripe exotic fruits and malty sweetness”. It carries an RRP of £79.99 for a 700ml bottle.
Morrison Bowmore will invite travellers through European travel retail to sample the two core expressions, Black Rock and Gold Reed, at its bespoke, eye-catching stands throughout 2014.
Personalised “Taste of Islay” postcards will be distributed with information on the range, along with information on the history and heritage of the brand.