Bowmore unveils redesign and two new ranges

Islay distillery Bowmore has revealed an updated bottle design for its newly launched Sherry Oak Collection and Appellations range.

The redesign reflects the brand’s intention to elevate and premiumise the brand, ‘reflective of Bowmore’s desirability and collectability within the single malt market’. The new design features morphic linework intended to reflect ‘the exceptionally expressive and layered nature of Bowmore’s character’. Black remains the brand’s legacy colour, paying homage to one of its most iconic whiskies, Black Bowmore, which was distilled in 1964, celebrating its 60th anniversary this year. The new design will be rolled out across Bowmore’s permanent range from 2025. Kirsteen Beeston, marketing director of Bowmore, said: “We have a duty of care as custodians of this incredible distillery to best reflect and capture the true essence of Bowmore, out of both respect to all that has been achieved so far but equally out of a desire to ensure we honour the spirit as we know it today. “As such, we made the decision to evolve the world that surrounds the brand, across brand creative, experience, and innovation. This is exemplified by the upcoming launch of two new whisky ranges: Sherry Oak Cask and Bowmore Appellations which, along with the existing range of Bowmore whiskies, will be offered to our customers and consumers in a new brand livery. “As we look to the future, we aim to redefine what it means to enjoy a glass of Bowmore, transforming each moment into a captivating experience.” The distillery has also released two new collections, totalling eight new whiskies. Bowmore Sherry Oak Collection features four whiskies all aged in European oak Sherry casks, all bottled at 43% ABV. The youngest expression, a 12-year-old, offers ‘sweet spice and nuttiness’ with ‘smouldering smokiness’, and will retail for £59 (US$78). The 15-year-old was matured in first-fill oloroso Sherry casks, which add a layer of sweetness to the brand’s signature style. It has an RRP of £116 (US$153). The 18-year-old was finished first in oloroso casks, followed by a second maturation in Pedro Ximénez (PX) casks, which ‘adds a fresh sweetness of bright fruit notes’ balanced by smoke. It will retail for £198 (US$262). The oldest in the range, a 21-year-old that retails for £405 (US$535), was also finished in both oloroso and PX casks, which created a ‘multi-layered character’. Bowmore Sherry Oak will roll out to specialist and luxury retailer in key cities including London, Paris, Toronto and Munich from September. Bowmore Appelations The second new collection from the distillery is a travel retail-exclusive named Bowmore Appellations. The range spotlights wine-producing regions, including Burgundy, Bordeaux and the Douro Valley. Bowmore 14-Year-Old is matured in American oak ex-Bourbon casks and finished in Bordeaux barriques, creating a whisky that is ‘vibrant with smoke and orchard fruit aromas’ with a ‘berry sweet’ finish. It will retail for US$67. The range’s 16-year-old single malt is also matured in ex-Bourbon casks as well as European oak Sherry casks, before being finished in ruby Port casks from the Douro Valley. The expression is ‘rich and complex’ with ‘a mature, autumnal ripeness and smoke’. It has a price tag of US$108. Again matured in ex-Bourbon casks, Bowmore 19-Year-Old is finished in Pinot Noir casks from Burgundy, creating ‘subtle smokiness and a well-rounded character’ with ‘complex toasted and caramelised flavours’. It will retail for US$200. The final and oldest whisky in the range is a 22-year-old single malt finished in Sauternes casks, which will cost US$500. Bowmore Appellations will land in travel retail hubs such as Changi and Heathrow from October. Both Sherry Oak and Appellations will be available from Bowmore’s brand home on Islay from October.