Beam Suntory GTR hosts Bowmore VR distillery tours

Beam Suntory Global Travel Retail (GTR) is hosting a series of virtual reality Bowmore distillery tours at three key European airports to support its range of age-statement single malts.

The activations follow the release of Bowmore’s first travel retail age-statement Scotch whiskies in five years, comprising 10-, 15- and 18-year-old variants.

In addition to sampling activity and appearances from distillery manager David Turner, passengers at Frankfurt with Gebr. Heinemann, and Edinburgh and Heathrow Terminal 5 with Dufry, will be able to take part in the virtual reality experience ‘Unlock Hidden Depths’.

Filmed using a drone, the virtual reality tour brings to life the distillery’s No.1 Vaults, said to be the oldest Scotch maturation warehouse.

In the tour, shoppers can learn how Bowmore whiskies are made and blended, while experiencing the wider distillery.

The tour can also be streamed outside of the airport and viewed with or without Google Cardboard glasses via Bowmore’s new website.

The VR activity is accompanied by a gift-with-purchase offer of a leather wallet with a spend of over €65.00/£55.00, and on key dates shoppers can have their bottles signed by Turner.

“The release of an age statement range for Bowmore in travel retail is a key moment for the brand, and marks the first collection of its type in over five years,” said Marisol Castillo, marketing manager European Travel Retail at Beam Suntory.

“We are excited to bring the No.1 Vaults to life for travellers across European travel retail with an immersive experience for whisky fans.”

The Bowmore age-statement range rolled out from April 2017, with key activations taking place until 12 May.