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Five of the new expressions launched at Cannes, pictured clockwise from top: Bowmore Enigma 12yo, described as “the perfect introduction” to single malt whisky; Bowmore Surf, “powerful and full of character”; Auchentoshan 1973 32 Years Old, in a 480-bottle limited edition retailing at £350 (US$600) each; Auchentoshan 17 Years Old Bordeaux Wine Finished Lowland Single Malt, £59.99 (US$100); and Bowmore 1971 34 Years Old, a 960-bottle limited edition, £375 (US$650) each | |
UK. Last week at TFWA World Exhibition, Morrison Bowmore Distillers unveiled its new strategy to transform itself from a production-led Scotch whisky distiller to a more brand-focused company.
Explaining the fresh move into brand marketing, Marketing and Business Development Director James Bewsher told The Moodie Report: “We have always been a traditional, production-led single malt whisky producer. Now we are focusing more on marketing, emotional values, and communication [with consumers]. Our heritage is very rich and as a company we have great values.”
The strategy is beginning to be felt in product development, and at the Cannes exhibition, seven new line extensions made their debut. The new expressions span the company’s two key brands: Bowmore Islay single malt – Scotland’s number one Islay malt (source: AC Nielsen) dating back to 1779 – and Auchentoshan, a triple-distilled Lowland single malt established in 1823.
Morrison Bowmore is owned by Japanese drinks giant Suntory Group – a little-known fact among whisky consumers but one that the firm remains keen to play down. Visiting the Cannes TFWA show for the first time was Morrison Bowmore Distillers Deputy Managing Director Shinya Natsuyama, who delighted in dubbing the Palais des Festivals exhibition centre “the world’s biggest department store”.
Although anxious to bat off the issue of Morrison Bowmore’s Japanese ownership, Natsuyama was keen to hammer out what he perceives to be the company’s USPs. These include the distinctive flavours emanating from the two key brands; the triple distillation of Auchentoshan – described as unique for a Scottish whisky; the sherry cask maturation process used in several older expressions, including Bowmore 1971 34yo and Auchentoshan 1973 32yo; and the Bordeaux maturation process used in, for example, Auchentoshan 17 Years Old Bordeaux Wine Finished Lowland Single Malt (the barrels come from Suntory-owned Château Lagrange in the renowned Médoc wine region).
The company’s vast list of accolades and prizes, covering 12 pages of A4 text, is testament to the two brands’ myriad unique factors.
For more information on the seven new line extensions, see earlier story below: Morrison Bowmore offers exclusive line-up for Cannes.
For details on Morrison Bowmore Distillers, contact James Bewsher, Marketing & Business Development Director, tel: +44 777 580 3333, email james.bewsher@morrisonbowmore.com
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Morrison Bowmore offers exclusive line-up for Cannes – 24/08/05
