New look for Bowmore

07 February, 2012

Islay single malt whisky Bowmore has repackaged its UK and travel retail ranges with a new premium gift box and a refreshed bottle design.

The new look aims to give the brand more shelf-standout, with more foil and gloss embossing, while the gift carton is a “bold” departure from the traditional gift tube.

The bottles are now lighter-weight glass, and the cartons are recyclable, cutting Bowmore’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.”

Bowmore is distributed by Cellar Trends.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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