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Bowmore Islay
Scotch single malt whisky unveils first
boutique in travel retail with Avolta at
Heathrow Terminal 5.
Suntory Global Spirits, the parent
company of Bowmore Islay Scotch single malt
whisky, has launched its first-ever
Bowmore boutique in the travel retail
sector at Heathrow Airport’s Terminal 5.
This venture, created in partnership
with global travel experience specialist Avolta, is a 100-square-meter pop-up
located in the main Level 2 Departures
area of T5. The boutique will be open
until the end of January 2025.
Marking a significant milestone for
Bowmore, the boutique offers a
multi-sensory retail experience,
immersing travellers in the world of
Bowmore and showcasing its renowned
single malt whisky collection.
A highlight of the space is the
exclusive Bowmore Appellations
Collection, which debuted in European
travel retail in October at Heathrow.
This innovative series of four whiskies
represents a collaboration with some of
the world’s most esteemed wine-producing
regions, including Burgundy, Bordeaux,
and the Douro Valley. These single malts
merge the rich heritage of Bowmore’s
Islay origins with the character of
these iconic European terroirs.
Additionally, the boutique will feature
a range of rare, vintage, and
limited-edition expressions such as the
Bowmore 30 Year Old, Bowmore Timeless 33
Year Old, Bowmore Vaults 1971, and the
Bowmore Frank Quitely 23 Year Old, 24
Year Old, and 34 Year Old.
Designed to reflect Bowmore’s new visual
identity, the boutique’s aesthetic
incorporates sleek morphic fluidity and
a dominant black palette seen in the
latest packaging. Transparent panel
details and oak-textured merchandising
units enhance the space’s sophisticated
design.
Visitors can engage with Bowmore through
various immersive and interactive
experiences. They will have the chance
to taste the new Bowmore Appellations 14
Year Old and 16 Year Old whiskies,
sample Bowmore’s permanent collection,
and explore its rare and vintage
offerings, deepening their connection to
the iconic whisky brand.
"The opening of our first-ever Bowmore
boutique in global travel retail, at
Heathrow’s Terminal 5, marks another
significant milestone for the brand, as
we strive to captivate the travelling
consumer by offering multi-dimensional
and immersive experiences to stimulate
the senses," noted Suntory Global
Spirits Managing Director Global Travel
Retail, Ashish Gandham. "It also
underscores our commitment to travel
retail, which remains a key
brand-building channel for our
portfolio.
"This new retail concept has been
created to offer travel retail shoppers
a deeper, richer experience, and aligns
with our vision of positioning Bowmore
as the world's most desirable single
malt whisky. We are thrilled to partner
with Avolta to open this landmark
boutique, and further elevate our GTR
offering through innovative and
experiential best-in-class brand
building."
David de Miguel, Global Head of Liquor
at Avolta, commented: "We are constantly
seeking new and exclusive products to
offer to our customers, whilst making
the retail experience as immersive and
engaging as possible. We are delighted
to have been able to work in close
partnership with the team at Bowmore, to
help launch this first Bowmore boutique
in travel retail. The multi-sensory
experience it delivers, alongside the
exceptional range of whiskies, will
definitely delight and surprise
travellers!".
Fraser Brown, Retail Director at
Heathrow, noted: "We’re thrilled to
welcome the first-ever Bowmore boutique
to Terminal 5, offering our passengers a
unique and immersive experience from one
of the world’s leading whisky brands.
Heathrow has recently been voted the
Best Airport for Shopping, and this
Trinity partnership between Heathrow,
Avolta and Suntory Global Spirits
highlights Heathrow’s commitment to
providing exciting travel retail
experiences that engage and inspire our
global travellers. We hope our
passengers enjoy the craft and heritage
of Bowmore, launching in time for the
festive season."
If you don't have any travel plans in the near future 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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