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Suntory
Global Spirits has unveiled the Bowmore
Appellations Collection with
high-profile airport launches in
Singapore and London.
Suntory Global Spirits has introduced
the Bowmore Appellations Collection, a
new travel retail exclusive Scotch
single malt whisky range, with prominent
activations at Singapore Changi Airport
and London Heathrow Airport.
This innovative collection celebrates a
partnership with some of the world’s
premier wine regions. Drawing influence
from the wineries of Burgundy and
Bordeaux and the port houses of
Portugal’s Douro Valley, the four
expressions blend Bowmore’s distinct
Islay heritage with the essence of
Europe’s renowned terroirs.
Changi Airport Showcase
The Singapore Changi activation, hosted
at T1 Departures Central from November 1
to December 11, marks the collection's
debut in Asia. Presented in
collaboration with Changi Airport Group
and LOTTE DUTY FREE Singapore, the
activation offers regional exclusivity
throughout November.
The pop-up is a multi-sensory
experience, designed to highlight
Bowmore’s striking new visual identity.
The space features transparent panels,
oak-textured merchandising units, and
vivid signage, all centred around the
collection’s sleek black-themed
packaging.
Key elements include an educational area
where travellers can explore the
provenance and unique profiles of each
whisky. Tasting sessions provide an
opportunity to sample all four
expressions, along with a signature Ruby
Manhattan cocktail crafted using Bowmore
16 Year Old. This whisky is aged in
American Oak ex-Bourbon and European Oak
Sherry casks, with a final finish in
hand-selected Ruby Port casks from the
Douro Valley.
The activation also showcases rare and
vintage Bowmore whiskies, such as the 25
Year Old, 30 Year Old, and the exclusive
Bowmore Timeless 33 Year Old GTR
edition. Visitors can further enhance
their shopping experience with exclusive
gifts, such as a Bowmore Diffuser,
available to iShopChangi and Changi
Rewards members with qualifying
purchases of S$180 or more.
Beyond the T1 pop-up, the Bowmore
Appellations Collection launch is
supported by high-profile placements and
new wall bays across multiple terminals.
A comprehensive out-of-home campaign on
Changi’s T1 Digital Network ensures
maximum visibility for the new range.
With its blend of immersive displays,
educational experiences, and rare whisky
offerings, the Changi activation sets a
new benchmark for luxury travel retail,
while celebrating Bowmore’s rich
heritage and innovative spirit.
Chandra Mahtani, Head of Airside
Concessions at Changi Airport Group,
commented: "Changi Airport is excited to
toast the partnership with Suntory
Global Spirits and LOTTE DUTY FREE to
launch Bowmore’s new global travel
retail series in Asia. These exclusive
offerings provide a fresh perspective on
the Bowmore experience, and we are
confident that this collaboration will
raise the bar in our shared vision of
delivering premium spirits to discerning
travellers."
Jeff Jeong Soongyu, Managing Director
for LOTTE DUTY FREE Singapore, noted:
"The Bowmore Appellations series is a
perfect complement to our premium
offerings at LOTTE DUTY FREE, bringing
exclusive depth and heritage to the
whisky experience we provide at Changi
Airport. This collection highlights our
dedication to deliver elevated
experiences that resonate with the
expectations of our global travellers."
Heathrow Airport is pioneering the
Bowmore Appellations Collection in
Europe. The European travel retail
launch of the Bowmore Appellations
Collection is taking centre stage at
Heathrow Airport, in collaboration with
global travel retail partner Avolta.
This exclusive debut is marked by a
month-long program of activations and
promotions across the airport, beginning
in November.
Heathrow Terminal 2 Showcase:
The campaign kicks off with a
high-profile takeover of the
Contentainment space in Heathrow
Terminal 2. Designed to embody Bowmore’s
sleek new visual identity, the
activation features transparent panels,
oak textures, and the brand’s signature
black theme, reflecting the morphic
fluidity of its updated packaging.
Bowmore’s presence is further amplified
through Avolta’s World Duty Free stores
and its "Whisky of the Month"
initiative, ensuring heightened
visibility for the brand among travelers.
Tastings and Exclusive Experiences in
Terminal 5
Travellers can explore the new Bowmore
14 Year Old and 16 Year Old expressions
at the Bowmore boutique in Heathrow
Terminal 5 (Departures Level 2). The
boutique experience includes a
Gift-With-Purchase program and an
extensive out-of-home advertising
campaign across all Heathrow terminals
during the exclusivity period.
Upcoming Bowmore Highlights for 2025
In January 2025, the Bowmore
Appellations Collection will take pride
of place on the Whisky Wall in Terminal
5, complemented by tastings, Brand
Ambassadors, and a multi-platform
digital campaign. Additional activations
in January include a secondary Bowmore
display in Terminal 2 and a tasting
touchpoint in Terminal 3, further
extending the brand’s presence across
Heathrow.
Beyond Heathrow: Expanding the Reach
The Bowmore Appellations launch extends
to London Gatwick North, where
travellers can sample the Ruby Manhattan
cocktail at a tasting bar within
Avolta’s World Duty Free store.
Similarly, Manchester Airport’s Terminal
1 will host a Bowmore tasting bar,
offering an immersive introduction to
the collection.
This dynamic and multi-location campaign
underscores Heathrow’s role as a gateway
for luxury travel retail in Europe,
showcasing Bowmore’s innovative spirit
and exceptional whisky craftsmanship.
David de Miguel, Global Head of Liquor
at Avolta, commented: "We are delighted
to debut the new travel retail exclusive
Bowmore Appellations collection in our
World Duty Free stores at Heathrow, and
to then continue the roll-out to our
stores in London Gatwick and Manchester
airports. We have an extensive programme
of activations and tasting sessions
planned to really elevate the in-store
experience and help our customers to
discover and enjoy these exceptional
whiskies for themselves."
If you have no travel plans you will
find the current Bowmore domestic whisky range available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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