SINGAPORE/UK. Suntory Global Spirits has launched the travel retail-exclusive Bowmore Appellations Collection, supported by two high-profile activations at Singapore Changi and London Heathrow airports.
Bowmore Appellations sees the Islay distillery blend its distinctive peated whisky with cask finishes from some of the world’s finest wine-producing regions, including Burgundy and Bordeaux to the Douro Valley. The line was the subject of a recent Moodie Davitt Spotlight Series eZine.
A Changi-1st whisky spectacle
The Bowmore Appellations Collection is being showcased via a dynamic animation in Singapore Changi Airport Terminal 1 Departures Central from 1 November to 11 December, in partnership with Changi Airport Group and Lotte Duty Free.
Changi Airport is the first location to launch Bowmore Appellations in Asia, with exclusivity in the region throughout November.
The multi-sensory pop-up features Bowmore’s new visual identity which reflects the morphic fluidity and signature black hue that characterises the line’s striking packaging. The pop-up design features transparent panels, oak-textured displays and vibrant signage to attract travellers.
The activation features an educational zone, inviting visitors to explore the distinct provenance and terroir of each whisky expression through immersive displays and tasting notes.
Customers can sample all four expressions, including the Bowmore 16 Year Old, featured in a Ruby Manhattan cocktail. The 16 Year Old is matured in American oak ex-bourbon casks, European oak sherry casks and finished in hand-selected ruby Port casks from the Douro Valley.
Rare and vintage Bowmore whiskies, such as the 25 Year Old, 30 Year Old and the limited-edition Bowmore Timeless 33 Year Old, are showcased alongside video displays in a dedicated corner.
Exclusive gifts with purchase, including a Bowmore Diffuser for iShopChangi and Changi Rewards members, further elevate the experience. These are available with a minimum spend of S$180 (US$133).
The activation is supported by high-profile promotional displays and dedicated wall bays across multiple terminals in addition to a comprehensive Out of Home (OOH) media campaign across the T1 digital network.
Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu commented: “The Bowmore Appellations series is a perfect complement to our premium offerings at Lotte Duty Free bringing exclusive depth and heritage to the whisky experience we provide at Changi Airport.
“This collection highlights our dedication to delivering elevated experiences that resonate with the expectations of our global travellers.”
Changi Airport Group Head of Airside Concessions Chandra Mahtani added: “Changi Airport is excited to toast the partnership with Suntory Global Spirits and Lotte Duty Free to launch Bowmore’s new global travel retail series in Asia.
“These exclusive offerings provide a fresh perspective on the Bowmore experience, and we are confident that this collaboration will raise the bar in our shared vision of delivering premium spirits to discerning travellers.”
A contentainment takeover at Heathrow
Bowmore Appellations is pre-launching for one month at London Heathrow Airport in partnership with Avolta, before rolling out to the rest of European travel retail.
The month-long activation began in November with a dynamic installation in Heathrow Terminal 2’s Contentainment space. Mirroring Bowmore’s revamped visual identity, the activation features oak textures, transparent panels and dynamic displays designed to capture travellers’ attention.
Throughout November, Avolta’s World Duty Free stores are spotlighting Bowmore Appellations via a ‘Whisky of the Month’ initiative. This is complemented by tastings of the Bowmore 14 Year Old and Bowmore 16 Year Old whiskies at the newly opened Bowmore boutique in Terminal 5 Departures.
Additional touchpoints – including OOH advertising and gifts with purchase throughout Heathrow’s terminals – further amplify visibility during the month-long European exclusivity period.
The Bowmore Appellations Collection will expand its presence at Heathrow in January with a dedicated Whisky Wall in T5, secondary activations in terminals 2 and 3, and continued tastings supported by Brand Ambassadors and a digital campaign.
Beyond Heathrow, the Bowmore Appellations launch will extend to London Gatwick North and Manchester Airport Terminal 1. At Gatwick, a tasting bar within Avolta’s World Duty Free store will offer travellers the opportunity to sample the Ruby Manhattan cocktail. Manchester Airport will host a similar tasting bar.
This coordinated global roll-out underscores Suntory Global Spirits’ commitment to creating premium, immersive experiences for international travellers while reinforcing Bowmore’s legacy of innovation and craftsmanship in travel retail.
Avolta Global head of Liquor David de Miguel commented: “We are delighted to debut the new travel retail-exclusive Bowmore Appellations collection in our World Duty Free stores at Heathrow, and to then continue the roll-out to our stores in London Gatwick and Manchester airports.
“We have an extensive programme of activations and tasting sessions planned to really elevate the in-store experience and help our customers to discover and enjoy these exceptional whiskies for themselves.” ✈
Click here to read the Bowmore Spotlight Series eZine
