New Bowmore Whisky Re-Design and Travel Retail Expressions

on Feb 25 in Editorial, Islay, whisky Industry news by dan

This month Bowmore unviels its bold new design and packaging look.

new bowmore bottles

Branding is massively important in the consumer Whisky world, if you mess with the brand you can do long lasting damage to not only sales, but also the public perception of your brand. So any change in packaging is a BIG deal, and especially when changing an element in an already highly recognisable visual brand.

So it’s important. “Yes we get it already” I hear you say, “why did they change in that case?”.

Well I will let them answer that, in the press release Bowmore say:

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.

So you might read that as, Bowmore are moving with the times. The Whisky market is becoming much more educated through social media, brand outreach and blogs like this one, so Bowmore are responding to its customers demands by providing more info on a flat easy to read box rather than a cyclinder. You may also read into that that they are being smart with the design to help increase sales in retail with a better looking box for consumers and a more ‘easy to spot in a crowd’ bottle label to help sell more in bars.

There is of course the obligitory Green, Eco side to this move which we commend:

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.

I think you can see the old branding coming through into the new Design, but in an evolved and updated format. The old Branding was a bit tired, but when I visited the distillery last year it still looked fantastic, perhaps that was just because so much Whisky in once place always looks good ;o)

What do you think of the new packaging/branding?

New Bowmore Expressions

new epxressions of bowmore

Bowmore 100 Proof

The term ‘proof spirit’ was first coined by British sailors during the 18th century who would check that their rum rations hadn’t been watered down by mixing it with gunpowder and lighting it. If it would still light, this proved it was 100% proof. There is no need to verify Bowmore’s authenticity or strength; the new small batch release Bowmore 100 Degrees Proof is cask-strength and non-chill filtered.

Tastings notes:

  • Colour: Rich auburn
  • Nose: Fresh Islay sea air, subtle sweet malt and oak smoke
  • Palate: Rich luscious smokiness, balanced with sweet caramelised sugar, vanilla and citrus notes
  • Finish: Powerful and warm
  • RRP: £49.99

Bowmore Springtide

The new expression takes its name from the high tide of spring, when the earth, sun and moon are all aligned. Predominantly matured in first-fill Spanish Oloroso sherry casks, this beautifully rich expression is packaged in a super premium gift pack, the perfect purchase both as a gift and for the whisky enthusiast.

  • Colour: Warm bronze
  • Nose: Abound in chocolate and sticky figs, which balance perfectly against the classic sea-salt peatiness
  • Palate: Rich in treacle toffee with raisins and dark sherry
  • Finish: Lingering smoky finish
  • RRP: £120.00

Bowmore 1983

The new expression takes its name from the high tide of spring, when the earth, sun and moon are all aligned. Predominantly matured in first-fill Spanish Oloroso sherry casks, this beautifully rich expression is packaged in a super premium gift pack, the perfect purchase both as a gift and for the whisky enthusiast.

  • Colour: Brilliant bronze
  • Nose: Just a touch of fresh Atlantic sea-salt followed by Bowmore’s signature peat smoke with a hint of delicious ripe blackberry
  • Palate: Captures the essence of Bowmore – earthy peat balanced by a gentle fruitiness
  • Finish: Lingers on with fresh fruit and peat notes at the very end
  • RRP: £500.00

What do you think of the new expressions?

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