BOWMORE UNVEILS ‘THE ART OF TIME®’
UNLOCKING AND CELEBRATING A LEGACY OF OVER 240 YEARS
London, 17th September, Bowmore unveils a new major global campaign celebrating the ‘The Art of Time®’, since 1779. For the first time, we will tell the Bowmore story in depth, unlocking the rich layers of our heritage and paying homage to the craftsmanship and legacy behind our single malt.
‘The Art of Time’ is a global marketing campaign, which will be released in October 2020. It will be deployed across traditional media, social and digital commerce platforms with new still and dynamic content, secondary imagery and a set of key visuals. It will also be executed in stores with dedicated displays for mass retail, and premium visibility and window displays for whisky specialists and department stores, and for events.
‘The Art of Time’ tells the story of Bowmore’s exceptional quality and how our whiskies benefit from the power of time, becoming even more beautiful and precious over the years.
Bowmore is a pioneering house and the oldest licensed distillery on Islay; we have been refining our craft for over 240 years, and we still handcraft our malts today. ‘The Art of Time’ is central to the way we make our whisky. We invest more time than necessary at every stage of our process. We have our own proprietary malt barns, hand-turning our barley. We allow for perfectly timed fermentation periods. And we take our time to hand-select our casks, nosing every single one before it is filled with our new make. This care and attention to detail is what creates the complex balance of not just mild smokiness, but also maritime minerality and fresh stone fruit notes which is so characteristic of our timeless house style. This is the reason why Bowmore ages like no other, making us one of the world’s most collectible Islay malts today.
‘The Art of Time’ has provided the canvas for a refreshing new approach to Bowmore, ensuring a single identity across the core and prestige range, featuring a striking new colour palette and visual feel, inspired by the Islay coastal landscape coming together with the whisky itself.
For the campaign’s distinctive new visuals, Bowmore has drawn inspiration from its stunning surroundings, specifically Islay’s black stone formations that also surround our distillery. These formations have a strong connection to Bowmore’s own story, and Islay is home to some of the oldest strata in the world. These rocks have been shaped over a long period of time, transformed by seasons and enriched by the wild elements, just like our whisky.
Black stones also bring us back to the origins of the Bowmore name. Some historians believe it to be derived from a small black reef just outside Lochindaal whilst others reference the Norse for sunken rock, bogha mor, as its origination. Whichever may be true, this black stone is meaningful to our home and our name. It is central to our new visual identity and the foundation of our new key visual, leveraging black rocks as a metaphor to visually bring to life the layers of time and its transformative power. From rough beauty, our new make, to the smoothest layer of all, our Bowmore whisky, Bowmore is a masterpiece sculpted by time.
Céline Daniel, Global Marketing Manager at Bowmore, comments, “We are delighted to unveil our new ‘The Art of Time’ campaign, bringing Bowmore to life in a bold new way but importantly, remaining grounded in our history and roots on Islay. This is the first time we will be exploring Bowmore’s history and craftsmanship with such depth and with such consistency at a global level.
“We believe that Bowmore is a work of art, and our understanding and respect for time is central to how and why we craft our whisky. With this campaign, we will show how Bowmore uses time to transform our celebrated single malt into a true masterpiece. By drawing inspiration from the black rocks surrounding our distillery, we are also paying homage to the way time has shaped not only our whisky, but also Islay itself.”
‘The Art of Time’ global campaign is launching shortly after Bowmore announced its first collaborative creation with Aston Martin in August 2020, the Black Bowmore DB5 1964, a striking concept which brings together an iconic whisky and a legendary car in a bottle of equal parts, featuring exceptional single malt and a genuine Aston Martin DB5 piston with only 25 bottles* for sale. This partnership with Aston Martin reinforces Bowmore’s commitment to taking the time to create something special, with the craft and patience required to make sports cars and single-malt Scotch whisky very much intertwined.
6 August 2020, Islay, UK – Bowmore® Islay Single Malt Scotch Whisky and Aston Martin have unveiled their first collaborative creation; Black Bowmore DB5 1964. A striking concept which brings together an iconic whisky and a legendary car in a bottle of equal parts, featuring exceptional single malt and a genuine Aston Martin DB5 piston.
With only 25 bottles for sale, this exceptionally rare Black Bowmore DB5 1964 is a celebration of time; a definitive moment in history for both Bowmore and Aston Martin. It is also a celebration of shared values and passions; showcasing great innovation and invention.
A beautifully inspiring masterpiece; this unique, handcrafted vessel houses an equally exceptional single malt, Black Bowmore. Inspired by the past, but truly breath-taking in today’s world. The significance of 1964 is paramount. This represents a truly defining era of evolution for both Bowmore and Aston Martin.
For Bowmore, 1964 is arguably one of the most significant points in the distillery’s 240-year history. The arrival of a new boiler saw the distillery enter the modern age of distilling as coal fires made way for steam in heating the stills. It was the first distillation from this new boiler that produced the spirit which was to become the iconic Black Bowmore; a sublimely rich and decadent single malt, reflected in awe-inspiring deep darkness.
First distilled on 5 November 1964, over the years Black Bowmore has become one of the rarest and most sought-after single malt whiskies ever created. This latest release represents only the sixth bottling of this exquisite single malt. Since 1993, only around six thousand bottles of Black Bowmore have been made available, thus adding to the desirability of this iconic whisky.
David Turner, Distillery Manager at Bowmore commented “1964 represents a significant date in the modern history of the distillery. Not only a key moment in how we distilled our spirit, but perhaps even more significant as this very spirit went onto create Black Bowmore. These defining moments are fundamental to the history of Bowmore. This collaboration with Aston Martin has allowed us to once again showcase this iconic single malt in the most incredible way.”
For Aston Martin, this was the era of their most iconic car. Launched in 1963 to considerable acclaim, the Aston Martin DB5 is now widely regarded as ‘the most famous car in the world’, not least by virtue of its links to the world’s most celebrated secret agent in 1964.
On its debut the DB5 represented a subtle but important evolution over its immediate predecessor, the DB4 Series 5, not least by virtue of an increase in engine capacity to 4.0-litres. This of course made the DB5 that much more of a sporting saloon which, combined with its exceptional styling, helped it to become one of the most desirable and admired sports cars of its generation. Sir David Brown, the then owner of Aston Martin Lagonda and the man who gave his initials to the ‘DB’ lineage, said of the car: “I believe it is the essential character of the DB5, and its ability to perform perfectly in all conditions, that makes this car so intensely satisfying to own.” It is this relentless pursuit of power with purpose that still helps to define the appeal of Aston Martin today.
Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin Lagonda, said: “This exciting new association with Bowmore gives us the perfect opportunity to celebrate a vital part of our star-studded history by combining the unrivalled appeal of the iconic DB5 with the cultured flavours of this world-renowned single malt.”
In keeping with a commitment to true craftsmanship, the Black Bowmore DB5 bottle itself is handcrafted by Glasstorm, a bespoke contemporary glass studio, based in North East Scotland. With over 50 years of glass design, sculpting and creative expertise, each bottle took up to one week to be complete, reflecting the continued thread of attention to detail and skill which defines this collaboration.
Black Bowmore DB5 1964 is presented in a handmade presentation box; itself a work of art. Inspired by the distillery’s coastal home, the deep blue colour and wave embossing evoke a true sense of place. Created from the finest string-grain calfskin, featuring a custom solid brass latch and hinges, plated with nickel, reflective of the DB5.
The partners are set to unveil a series of collaborative projects and products over the coming months and years, ranging from exceptional experiences to design-led product initiatives with the goal of offering fans of the brands, across a broad spectrum, the opportunities to connect with the partnership.
As world class luxury brands Bowmore and Aston Martin urge consumers never to drink and drive. Drink Smart® messaging will be integrated into all brand activations around the partnership; while the dedicated Drink Smart® platform ensures communication with legal-purchase age adults about making informed, responsible choices.
Black Bowmore DB5 1964 will be available from late Autumn 2020 with an RSP of GBP£50,000.
On the eye:
Deep obsidian black
Layers of ripe exotic fruits and creme caramel. As time moves on soft tobacco smoke,
aromatic orange peel and rich black cherry come to the fore.
Intense flavours of mango, passion fruit and acacia honey interwoven with a powerful combination of coffee and tobacco smoke
A wonderfully long and decadent finish with tropical fruits and spice, defining over 240 years of craftsmanship
Cask type: Williams & Humbert Walnut Brown Oloroso Sherry Butt
Edition: 27 bottles
Whether it’s relaxing in the garden or enjoying an aperitif with friends, why not taste a twist on a classic and try a whisky based cocktail this summer? Bringing together the finest ingredients and flavours, here is a selection of delicious summer tipples featuring stand-out single malts from Auchentoshan, Laphroaig and Bowmore.
Auchentoshan and Laphroaig 3 Way Cobbler
A different take on a familiar cocktail, this Cobbler is sweetened with peach puree rather than sugar. A delicious summer treat with smooth Auchentoshan Three Wood and Laphroaig Select Cask
Shake all ingredients and strain over crushed ice, then garnish.
Auchentoshan A Different Thyme
You can quickly make this cocktail to enjoy with friends as it only needs a few ingredients, yet it has a refreshing and smooth whisky taste.
Auchentoshan® American Oak available for £24.90 at Master of Malt.
Laphroaig Garden Grove
A surprising fusion of new flavours in the Laphroaig Garden Grove will make it a firm favourite for the summer. Not for the faint hearted, this drink is for the cocktail aficionados.
Shake all ingredients with ice and strain into a double old-fashioned. Mist the glass with Laphroaig 10 Year Old and garnish with fig & rosemary.
Laphroaig 10 Year Old available for £44.90 at Laphroaig.
Bowmore 12YO Sour
A sweet and sophisticated sip, get ready to impress your guests at your summer garden party with this cocktail featuring the Bowmore 12-Year-Old Whisky
Add ingredients into a shaker and dry shake. Then, add ice and shake. Double strain into a Coupe and garnish with a cherry skewer.
Bowmore 12-Year-Old available for £35.95 at The Whisky Exchange.
Father’s Day is just around the corner, which means it’s the perfect time to gift an exceptional whisky, patiently matured and rich with flavour, to show appreciation to your father figure on Sunday 21st June.
Bringing together the finest ingredients and flavours, here is a selection of stand-out Single Malts to gift this Father’s Day, including classic expressions from the sophisticated Bowmore, the iconic peated flavour of Laphroaig and the smooth triple distilled taste of Auchentoshan. All of which are perfect to raise a glass to.
If your Dad enjoys a true classic Islay malt, with strong peat character and depth, choose Laphroaig. For a complex flavour experience, gift him Bowmore for its combination of tropical fruit, mild peat and a hint of sea air. And for a fresh and fruity smooth malt that is easy to drink, neat or in a delicious cocktail, go for Auchentoshan.
Bowmore No. 1
Exclusively matured in first fill Bourbon casks, Bowmore No.1 Malt is singularly special.
Sip a dram of Bowmore No.1 and taste vanilla sweetness, cinnamon spice and oak smoke. This all culminates in a peat smoked, bourbon vanilla and lime finish.
Available for £29.90 at Master of Malt
Bowmore 12 Year Old
Drinkers of the Bowmore 12 Year Old can taste warm and delicious flavours on the palate with subtle dark chocolate taste notes.
Bowmore’s 12 Year Old is both complex and perfectly balanced. Subtle lemon and sweet heather honey complement Bowmore’s trademark peat smoke, leading to a delicious, long and mellow finish.
Available for £34.95 at Master of Malt
Bowmore 18 Year Old
For an extra special gift, treat your Dad to a Bowmore 18 Year Old. This mellow mahogany liquid is cosseted away in the finest, hand-selected oak casks and allowed to mature at its own sedate pace
This is one of Bowmore’s rarest bottlings, but there is no end to its enjoyment for drinkers.
Available for £77.90 at Master of Malt
Laphroaig 10 Year Old
Laphroaig 10 Year Old is a peat smoked liquid with a surprising sweetness, hints of salt and layers of peatiness. The perfect gift for your old man.
The Laphroaig 10 Year Old is the original Laphroaig, distilled the same way today as when Ian Hunter invented it more than 75 years ago. The iconic, quintessential Islay Single Malt Whisky.
Currently available for £44.90 at Laphroaig Shop
Buy your Dad an Auchentoshan American Oak, the perfect expression for whisky based cocktails, and use it to treat him to an Auchentoshan Sour.
Vanilla and coconut are found within Auchentoshan American Oak. This versatile liquid is triple distilled and matured solely in American bourbon casks making it the perfect component for whisky based cocktails.
For a refreshing beverage, try an Auchentoshan Sour.
Add all of the ingredients to a shaker and fill with ice. You can do this in some Tupperware at home if you haven’t got a shaker yet. Just shake and strain into a rocks glass filled with ice, then garnish with your choice of a cherry or a lemon wedge.
Available for £31.99 at Amazon
World Whisky Day (16th May 2020) is just around the corner, and the question of which whisky to celebrate with remains a question on everybody’s lips.
There are few things more perfect than a fine whisky; patiently matured and rich with flavour, taking the drinker on an unforgettable taste journey.
Bringing together the finest ingredients and flavours, here is a selection of stand-out whiskies perfect to raise a Dram with for World Whisky Day, including classics from The Macallan, Maker’s Mark, The House of Suntory, and more.
Bowmore 15 Year Old
Bowmore is Islay’s oldest distillery, and home to the world’s oldest whisky maturation warehouse, the No. 1 Vaults.
Matured first in bourbon barrels then Oloroso casks, there’s no finer example of a sherry cask finish than Bowmore 15 Year Old. The final three years spent in Oloroso sherry casks give Bowmore 15 Year Old the rich, deep colour and robust warming finish.
The Macallan Estate
The Macallan Estate, created by Whisky Maker Sarah Burgess, is a tribute to The Macallan’s heritage and home.
It is an extremely special new single malt containing rare spirit from a proportion of the barley grown at Easter Elchies estate, which is distilled just once a year over the course of a single week. The liquid delivers a subtle hint of citrus which balances the traditional sherried richness, resulting in a complex single malt with an extraordinarily long finish.
Highland Park 16 Year Old Twisted Tattoo
In collaboration with Danish tattoo artist and modern-day Viking Soul, Colin Dale, Highland Park 16 Year Old Twisted Tattoo’s bold design celebrates the tattoo as a mark of both standing apart and being part of a tribe – just like Highland Park.
The expression’s exquisite tasting notes include the likes of sweet vanilla, sun-ripened peaches, and full-bodied red wine, finished with a light peat smoke.
By maturing the liquid in small batches in five unique casks, Laphroaig has created a liquid that is rich, complex, varied and above all, storied.
Laphroaig Lore uses different aged liquids ranging from 7 to 21 years, which allows the richest possible flavour. As the name suggests, this offering from Laphroaig is inspired by the knowledge and traditions passed down from generation to generation of its distillery managers, blenders and craftsmen.
The first bourbon in Maker’s Mark’s wood-finishing series, Maker’s 46 was created by Bill Samuels, J., to amplify the flavours he loves most in Maker’s Mark.
The innovative wood-stave-finishing process starts with fully matured Maker’s Mark at cask strength, after which 10 seared virgin French oak staves are inserted into the barrel. The liquid is then finished for nine weeks in a limewood cellar, resulting in a bolder and more complex flavour, but without the bitterness typical of longer-aged whiskies.
Meaning ‘time’ in Japanese, Toki brings together old and new – the House of Suntory’s proud heritage and its innovative spirit.
A blended Japanese whisky that is both ground-breaking and timeless, the finish is subtly sweet and spicy with a hint of vanilla oak, white pepper and ginger.
For more information on expressions from Edrington-Beam Suntory, please contact firstname.lastname@example.org
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