Beam Suntory makes a statement with Bowmore virtual reality activations

Beam Suntory Global Travel Retail is set to host a series of activations at European airports to promote the travel retail-exclusive Bowmore age statement range.

Bowmore Distillery Manager David Turner will visit Frankfurt, Edinburgh and Heathrow airports on May 5, 11 and 12, respectively to meet travellers and sign a limited number of bottles. The activations, which will enable travellers to discover the age statement range through sampling, will feature branded stands alongside a virtual reality (VR) experience.

The promotion will include branded installations, tastings and an appearance by Distillery Manager David Turner (at selected locations)

 

The VR experience, called ‘Unlock Hidden Depths’, will take customers on a virtual tour of Bowmore’s distillery on the island of Islay, Scotland. It also enables travellers to discover the evolving story of how Bowmore whiskies are finished and balanced. The VR tour can be streamed on home devices and viewed with or without Google Cardboard glasses via Bowmore’s new website.

Customers who spend over €65/£55 at the promotion will receive a free leather wallet.

Travellers can immerse themselves in Bowmore’s famous No.1 Vaults via footage filmed by a drone

The Bowmore promotion is also taking place at Vienna, Munich, Hamburg, Barcelona, Madrid, Manchester, Malaga, Basel, Zürich, Brussels and Reykjavik airports.

Beam Suntory Marketing Manager European Travel Retail Marisol Castillo commented: “The release of an age statement range for Bowmore in travel retail is a key moment for the brand, and marks the first collection of its type in over five years. We are excited to bring the No.1 Vaults to life for travellers across European travel retail with an immersive experience for whisky fans.”

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