Bowmore, the first Islay Single Malt whisky, proudly unveils 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 this month. 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. Consumers in the US will likely start seeing these new packs on shelf later this year.
The changes are 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 on the magical island of Islay, giving category differentiation and shelf appeal.
“The design of the bottle has been enhanced as well, with the label featuring a sleeker look to ensure back bar stand-out and differentiation. Bowmore’s new packaging 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.”
