Beam Suntory / Bowmore

From Islays edge to a global position.

Beam Suntory commissioned us to develop Bowmore’s strategic communications and packaging in October 2015. We ended up overhauling the global brand position and identity of one of the world’s most desirable whiskies, including the luxury packaging of the fifth and final release of the legendary Black Bowmore and global brand guidelines.

The challenge

A true original, Bowmore is the first Islay malt but there’s more to Bowmore than its location.

Our challenge was to unearth Bowmore’s unique story and create a platform that allows it to reach beyond the Islay peated category to become a credible, mainstream drinks cabinet staple. The new positioning had to be reflected on pack and in strategic communications, re-energising the brand and motivating the trade and consumers by giving them a clear reason to buy.

The solution

Bowmore is home to the world’s oldest Scotch maturation warehouse – The No.1 Vaults – a brand truth notable for being unsurpassable but also for the unique position of the vaults next to the Atlantic Ocean and, at high tide, below sea level.

This insight provided the nucleus of our new campaign positioning, which is as much about the drinker’s self-discovery on their whisky journey as it is about discovering the liquid. It also references both the layers and depth of flavour in the aged range as well as each liquid, while hinting at the depth of history and quality of the brand.

Global Travel Retail sales increased by 74% following our rebrand and repackaging.

“Congratulations, the work on Bowmore is world-class!”

Albert Baladi, President, International, Beam Suntory

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More work


Black Bowmore