“The plague is the Devil’s work right enough. But he won’t get the better of me!” – From Highlander and the Devil (Traditional Scottish folk tale)
What more apt words amid a global pandemic with which to commence the latest edition in a trilogy* of Spotlight Series eZines in association with Bowmore Islay Single Malt Scotch whisky?
Like its two predecessors, this edition focuses on an extraordinary collaboration by Bowmore, this time between the acclaimed Islay single malt Scotch whisky maker and one of the world’s most renowned graphic and comic book artists, Frank Quitely.
As in the earlier two collaborations – with luxury carmaker Aston Martin and independent French film maker and artist Thomas Vanz, respectively – Bowmore No Corners to Hide represents a triumphant expression of the craftsmanship of fine single malt whisky brought to life in a fresh and compelling way.
Or should we say in a devilishly fine way? That’s because the first in a series of partnerships between Bowmore and Quitely explores one of the most famous Islay myths and legends with Satan himself at the centre of the narrative. Rather than spoil the surprise here, we’ll let you discover the story yourself inside the edition via the link below.
The great achievement of Bowmore No Corners to Hide is the ingenious way in which that narrative is not only encapsulated in the packaging but also in the whisky itself. Step forward Ron Welsh, Master Blender at Bowmore’s parent company Beam Suntory, who sought to craft a duo of Bowmore expressions encapsulating the elements so integral to the story.
The resultant whiskies are a 23 Year Old and 32 Year Old priced at US$400 and US$2,995, respectively. Those premium price points reflect both the long and careful aging of the spirits and also their collectability thanks to the artistry of Quitely and the limited-edition, channel-specific nature of the duo.
As Frank Quitely himself points out in a delightfully engaging interview, this was not a case of an artist simply illustrating some whisky packaging. “Without doubt it’s been one of the most satisfying jobs I’ve worked on,” he says.
“It’s actually a collaboration to do with storytelling. It’s to do with tradition and with passing down a culture. And for me, the fact that the whiskies have been chosen and finished to reflect a narrative, and that the liquid that’s in the bottles are exceptionally nice whiskies means that everything about it is satisfying.”
Beam Suntory’s commitment to projects as ambitious as this one that are solely targeted at travel retail sends out a welcome message to a channel that has been plunged into darkness over recent times. As the sector begins to see more daylight, innovation and boldness of this nature will surely be key to accelerating the recovery and delighting the travelling consumer of the future. If the pandemic is the devil’s work, he surely won’t ultimately get the better of the travel retail channel. And in the case of No Corners to Hide, he has actually lent it a helping hand.
Please enjoy this devilishly good edition of The Moodie Davitt Spotlight Series.
Martin Moodie and Dermot Davitt
The Moodie Davitt Report
*Previous Spotlight Series eZines in association with Bowmore
