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Bowmore
unveils exciting new design and
packaging across entire range.
 Bowmore
today unveiled brand new packaging for
its entire domestic and global travel
retail / duty free range – a premium
gift box and refreshed bottle design
which will be released in February 2012.
This new high-quality carton is a bold
move by Bowmore, one of the top ten
selling Single Malts in the world, as it
is a distinct modification from the
traditional tube packaging and supports
its premium brand positioning and strong
brand personality. This exciting
redesign follows a hugely successful
2011 performance with continued growth
for the brand.
The changes are also in response to
consumer demand for a greater level of
education on the taste experience and
the history of the whisky and as such
the new packaging communicates the
brand’s unique status as the first Islay
Single Malt and its 200 years worth of
experience and heritage.
The new look reinforces Bowmore’s
‘gift-ability’ as it features a greater
level of foiling and gloss embossing
thus creating shelf stand-out. The
updated distillery illustration has a
warmer and more emotive look and feel
that strongly conveys the whisky’s
roots, that is the magical island of
Islay, giving category differentiation
and shelf appeal. The design of the
bottle has also been enhanced, with the
label featuring a sleeker look to ensure
back bar stand-out and differentiation.
Bowmore’s recent modifications have also
improved the brand’s environmental
credentials considerably. The new bottle
is made of a lighter weight glass and
the new cartons are completely
recyclable, all of which significantly
reduces the brand’s carbon footprint.
Kirsteen Beeston, Head of Brands at
Morrison Bowmore Distillers, comments:
"We are excited to be taking Bowmore
into a new era with this new gift box
and bottle design. This has been a key
priority focus for us over the past year
as we wanted to ensure the design not
only better represents the brand’s core
values but also develops a stronger,
more defined brand personality that
consumers can engage with. We hope that
this exciting change will contribute to
our continued growth."
In addition to its current global travel retail/duty free range
(Surf, Enigma 12 Years Old, Mariner 15
Years Old and 17 Years Old), Bowmore is
also launching three new additions to
the global travel retail sector: 100
Degrees Proof, Springtide and the
limited edition Bowmore 1983.,
which will be available from March 2012.
New
Bowmore Travel Retail Bottlings
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