Bowmore revamps travel and duty free range

Published: 07 February, 2012

Islay single malt whisky Bowmore, has unveiled new packaging across its domestic and global travel retail, and duty free range.

A premium gift box and refreshed bottle design which will be released in February 2012 alongside three new additions exclusive to the global travel retail sector: 100 Degrees Proof, Springtide and the limited edition Bowmore 1983, in March.

This high-quality carton is a distinct modification from the traditional tube packaging designed to support its premium brand positioning and strong brand personality.

The packaging also communicates the brand's unique status as the first Islay Single Malt and its 200 years worth of experience and heritage, and the 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, said: "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."

Its current global travel retail/duty free range consists of: Surf, Enigma 12 Years Old, Mariner 15 Years Old and 17 Years Old.

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