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News
New look Bowmore breaks new ground with travel retail range
The new-look Bowmore brand, unveiled last week, marks an innovative new step in terms of its travel retail offer. While it has become common-place for Scotch suppliers to develop an “exclusive†expression for the channel, the Suntory-owned brand has developed two completely different ranges: one for domestic markets and one for travel retail. The development is one element of a £20 million investment in the Islay single malt.
“Travel retail has very different requirements to the domestic market, and we felt it was important to make a real point of difference,†brand director Glen Moore explained exclusively to the drinks business. “Consumers at the airport are looking for something really special and they have very high expectations – we wanted to give travel retailers something really special to help them give passengers a really compelling reason to shop.†TR currently accounts for approximately 30% of total Bowmore sales.
This is just one of a slew of changes that Moore describes as “the biggest overhaul in the brand’s 227 year historyâ€. Recognising that the rather unwieldy and confusing portfolio needed to be refined, the company has cut back the selection to four references in domestic (as well as the five different TR products). The packaging has been completely updated with a new bottle design and contemporary label. And the brand will be supported with a stark new advertising campaign, with a new website to follow.
© db 29th November 2006