Harrods 2
Bowmore® Announce Collaboration With Aston Martin
BOWMORE® MASTERS’ SELECTION UNITES THE WORLDS OF WHISKY MAKING AND AUTOMOTIVE DESIGN
- New limited-edition single malt whisky combines the mastery of Aston Martin Chief Creative Officer and Bowmore’s Master Whisky Blender
- Each Master’s unique understanding of proportionality has created a whisky with exquisite depth and balance.
- For the first time, Bowmore has adopted the Golden Ratio principle to create a new whisky
- Bowmore Masters’ Selection is available from November 2021
8 November 2021, Islay, UK: A shared commitment to heritage, craftsmanship and innovation unites the worlds of whisky making and automotive design with the creation of Bowmore® Masters’ Selection; the first single malt whisky to be made by Bowmore® Islay Single Malt Scotch Whisky in collaboration with Aston Martin.
Imagined and defined by two Masters; Bowmore Master Whisky Blender Ron Welsh and Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman, Bowmore Masters’ Selection bridges two distinct worlds in a powerful, yet inspiring way. At its heart is a mutual trust and respect for one other’s worlds and a passion to discover and learn from each other. Each Master imparts their own creativity and character, but also makes an indelible mark, like leaving their own unique fingerprint, on every single creation.
Marek Reichman, has often spoken about the concept of the ‘Golden Ratio’ – the mathematical ratio found in nature that creates aesthetically pleasing compositions -, which sits at the heart of the design of every Aston Martin. Absolute beauty can be created when you achieve a perfect relationship between each proportion of the car.
Reichman explains: “Proportionality defines every precise detail of designing an Aston Martin. We are constantly striving to achieve the Golden Ratio; the optimal of proportions. And it is this force which guides the creation of absolute beauty. To achieve this, we must combine our skill, passion and experience. Coming together with Ron just brings a whole new perspective on this and is hugely inspiring and enlightening. This whisky perfectly and harmoniously brings us together to create a beautiful, yet powerful equilibrium.”
For Bowmore, proportions define character and shape flavour combinations; from cask selection and age to blending. Ron Welsh, Master Blender, Bowmore, explains, “For the first time with this whisky, we have adopted the Golden Ratio to inspire each of the elements bringing their own unique flavours and selecting the optimal casks to forge the desired character, taking inspiration from Marek and his team. What seems totally contrasting is, in fact, perfectly balanced and proportionate. Working with Marek has given me a new lens from which to explore whisky making. This whisky serves as a celebration of our unified knowledge and experience; our shared passions, values and ideas.”
Taking inspiration from an engineered approach, this whisky incorporates the divine proportion of 61.8% formed from a base of 21 year old Bowmore matured in first fill Pedro Ximenez and Oloroso sherry casks. The remaining parts are made up of exact ratios of each other, in line with the Golden Ratio theory, and include exceptionally aged Bowmore matured for over 35 years.
For this single malt, a powerful and complex yet sweet warming, the creators seems, on the face, to have created absolute contrast but in reality, they have captured perfect balance and proportion. With a clear nod to Aston Martin in the very creation of this Bowmore whisky, it exudes a sophistication and complexity which is truly considered yet promises a thrilling taste experience.
Powerful yet elegant; from sweet to spice; sherry to coffee; honey to pepper – the perfect proportions to achieve absolute depth and balance.
Bowmore Masters’ Selection is available in the UK from late November in Harrods, The Whisky Exchange, Master of Malt and The Whisky Shop with an RSP of £300.
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THE MACALLAN REACHES GENTS VIA THE MACALLAN LIFESTYLE LOUNGE IN HARRODS
The Macallan single malt whisky, distributed by Maxxium UK, has reported strong consumer engagement and sampling figures after the launch of The Macallan Lifestyle Lounge experience in the windows of Harrods. The luxury whisky brand took over windows five and six on Brompton Road from 2nd – 10th July and created a gentleman’s lounge in the window display of the world’s most famous luxury department store. The sampling activity kicked off with an exclusive event showcasing some essential skills every gentleman should master led by Maxxium’s Mixxit team; including a master class by Wayne Collins in the art of creating a classic whisky cocktail, The Macallan Old Fashioned, and a tutored session from David Miles on how to expertly nose and taste a whisky. The space was created to celebrate the award winning The Macallan 1824 Series, with over 1,000 consumers sampling the Series’ four expressions; Gold, Amber, Sienna and Ruby over the course of nine days.
Consumers explored the whiskies via style pillars, each perfectly designed to represent the four single malts through the world of fashion, grooming and lifestyle. To complete the experience The Refinery, London’s luxury Grooming Emporium for men, was on hand to offer complimentary treatments such as wet shaves, hairstyling and massages. Peter Sandstrom, Marketing Director at Maxxium UK, commented: “We wanted to create an experience for consumers to engage with The Macallan in a very different environment and one that reflected the brand’s luxury credentials. With Harrods as the perfect host, The Macallan Lifestyle Lounge achieved great stand out, intrigue and interaction with consumers passing through. With a high trial to conversion rate it’s important we allow people to taste The Macallan for themselves. Sampling is therefore a key part of The Macallan’s investment plan, which will allow us to grow the brand’s popularity and introduce new consumers to whisky. Venturing into the world of men’s lifestyle through The Macallan Lifestyle Lounge provided us with an excellent platform to do just that.” www.themacallan.com l www.twitter.com/The_Macallan l www.facebook.com/TheMacallan l www.instagram.com/the_macallan www.drinkaware.co.uk Issued by The BIG Partnership. For more information please contact Laura Hutchinson/Stephanie Sarafilovic at laura.hutchinson@bigpartnership.co.uk/stephanie.sarafilovic@bigpartnership.co.uk or 0131 557 5252
