UK. Suntory Global Spirits has opened the first Bowmore boutique in the travel retail channel, in partnership with Avolta at London Heathrow Airport Terminal 5. The 100sq m space is located in the main Level 2 Departures area. The “multi-sensorial” pop-up will be present until the end of January 2025.
Hailed by Suntory Global Spirits as a “landmark” for the brand, the boutique showcases the new Bowmore Appellations Collection, which made its European travel retail debut in October at Heathrow Airport, in partnership with Avolta.
The four whiskies in the collection are the result of collaboration with leading wine-producing regions from Burgundy and Bordeaux to the Douro Valley.
The new retail space also spotlights a selection of rare, vintage and limited-edition expressions. This includes Bowmore 30-Year Old, Bowmore Timeless 33-Year Old, Bowmore Vaults 1971, and the Bowmore Frank Quitely 23-Year Old, 24-Year Old and 34-Year Old.
The boutique’s design reflects the new Bowmore visual world, incorporating the dominant use of the colour black showcased on the new whisky packaging. Key features include distinctive transparent panel detailing and oak textured merchandising units.
Immersive and interactive elements are also included. Visitors are invited to taste the new Bowmore Appellations 14-Year Old and 16-Year Old whiskies. They also have the opportunity to learn about and sample Bowmore’s permanent collection, and explore the rare and vintage whisky expressions.
“The opening of our first-ever Bowmore boutique in global travel retail, at Heathrow’s Terminal 5, marks another significant milestone for the brand, as we strive to captivate the travelling consumer by offering multi-dimensional and immersive experiences to stimulate the senses,” said Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham. “It also underscores our commitment to travel retail, which remains a key brand-building channel for our portfolio.
“This new retail concept has been created to offer travel retail shoppers a deeper, richer experience, and aligns with our vision of positioning Bowmore as the world’s most desirable single malt whisky. We are thrilled to partner with Avolta to open this landmark boutique, and further elevate our GTR offering through innovative and experiential best-in-class brand building.”
Avolta Global Head of Liquor David de Miguel commented: “We are constantly seeking new and exclusive products to offer to our customers, whilst making the retail experience as immersive and engaging as possible.
“We are delighted to have been able to work in close partnership with the team at Bowmore, to help launch this first Bowmore boutique in travel retail. The multi-sensory experience it delivers, alongside the exceptional range of whiskies, will definitely delight and surprise travellers.”
Heathrow Retail Director Fraser Brown said: “We’re thrilled to welcome the first-ever Bowmore boutique to Terminal 5, offering our passengers a unique and immersive experience from one of the world’s leading whisky brands.
“Heathrow has recently been voted the Best Airport for Shopping, and this Trinity partnership between Heathrow, Avolta and Suntory Global Spirits highlights Heathrow’s commitment to providing exciting travel retail experiences that engage and inspire our global travellers. We hope our passengers enjoy the craft and heritage of Bowmore, launching in time for the festive season.” ✈
