Bowmore Islay Single Malt Scotch Whisky today unveiled the first in a range of Designed by Aston Martin limited-edition collections, exclusively in global travel retail (GTR).
The launch signifies the coming together of Bowmore’s GTR whiskies with the design team at Aston Martin to create a striking bottle and pack design, giving the existing range a stylish and eye-catching new look.
Through these innovative limited-edition bottle and packaging designs, customers can explore a new visual interpretation of Bowmore as well as gain insight into the fascinating and intriguing automotive world.
As reported, the two great British brands struck an intriguing partnership in 2019, to create a range of exclusive products and experiences. The partners unveiled the first in a series of joint creations, an ultra-limited-edition Islay single malt called Black Bowmore DB5 1964 (US$65,600 a bottle) in August 2020, followed by the launch of the stunning Aston Martin DBX Bowmore Edition SUV last December.
[Look out in coming days for a special edition of The Moodie Davitt Spotlight Series eZine that examines this remarkable collaboration and the travel retail exclusive fruits of the partnership.]
The existing Bowmore 10, 15 and 18 Years Old single malts, part of an annually released collection, acted as the inspiration for Aston Martin’s car design experts to capture the essence of their own legacy in addition to showcasing the distinctive character of each of the three whiskies, Bowmore said.
The resulting designs pay homage to iconic cars from the prestigious brand’s heritage, which themselves made an unforgettable impact on Aston Martin’s evolution and design philosophy.
The Bowmore 10 Years Old is paired with the game-changing Aston Martin factory team car, the LM10, which first raced at Le Mans in 1932. “Both clearly expressing a bold and confident style, these two creations push the boundaries,” Bowmore said.
“The whisky boldly fuses spice from Spanish oak casks with signature smoke flavours, while the LM10 encapsulates exceptional technical prowess, using cutting-edge technology of the time to minimise weight and accelerate speed.”
Taking inspiration from the iconic Aston Martin Atom, the “elegant and beautifully refined” Bowmore 15 Years Old captures a definitive moment in time and pays homage to each of the respective craftsmen’s creative flair and passion, Bowmore commented.
“The single malt, like the Atom, is a truly defining work of art. The whisky crafted from exquisite first fill bourbon casks and hogsheads reveals a refreshingly uplifting and stylish character, whilst the Atom is the epitome of beauty and period styling with a disruptive and elegant concept.”
Performance is the force which unites the Aston Martin DB Mk III and Bowmore 18 Years Old. “Together, they celebrate exceptional attention to detail, embracing the absolute complexity at the heart of both these beautiful creations,” Bowmore said.
A high-performing single malt, which is “rare and dignified” from time spent in Oloroso and Pedro Ximénez casks, is united with the acclaimed Aston Martin model which captures technical prowess and the optimal execution.
Global Travel Retail Brand Director Manuel González said: “Our partnership with Aston Martin is a further example of how we are investing in the premiumisation of our GTR portfolio through a combination of exciting innovations and special limited editions.
“The Designed by Aston Martin collection continues to highlight the ambition that we have for the Bowmore brand and provides our clients with new concepts with strong consumer appeal, alongside vital growth opportunities.”
Aston Martin Lagonda Head of Partnership Cathal Loughnane said: “It has been fascinating to study the unique characteristics of each of these whiskies and align them with some incredible cars from our past. Every Aston Martin has its own character and that is something we pay a great deal of attention to in the design process. This has been a new challenge for us and it is one we have enjoyed immensely.”
The first range from the Designed By Aston Martin series exclusive to Global Travel Retail goes on sale from August.
The limited-edition bottle and packaging design will be available in duty free worldwide, with activations in key airport locations including London Heathrow, Frankfurt, Hainan, Istanbul and Taipei.
Footnote: As world- class premium brands, Bowmore and Aston Martin urge consumers never to drink and drive. With that mission in mind, the two companies are integrating their Drink Smart messaging into brand activations around the partnership. The dedicated Drink Smart platform is designed to ensure effective communication with legal-purchase age adults about making informed, responsible choices.
