Bowmore Draws On History And Process For ‘Expressive’ Brand Overhaul.
By: Kristiane Sherry
Bowmore Draws On History And Process For ‘Expressive’ Brand Overhaul.
4 minutes read
Introduction by: Peter Marshall
The Islay single malt distillery is one of Scotland’s oldest. Its vibrant new rebrand draws on iconic whiskies of old – and it feels all the more authentic for it.
Step into the Bowmore tun room and you’re met by a curious collection of signs. ‘Holmes’, ‘Stanley’, ‘Mutter’ and more sit above each Oregon pine washback. Are they names of distillery dogs? Obscure bottlings? “Each is named after a previous owner,” distillery manager David Turner explains. “Suntory is just the seventh.”
Like most heritage distilleries in Scotland, Bowmore has changed hands many times over its long history. But when you consider that distilling purportedly started in 1779, seven parent companies seems remarkably few. Also striking is that, aside from a spell during World War II, the maker has never faced a period of closure. Bowmore is sitting on almost 250 years of stories, whisky and community. And its striking brand refresh references this history throughout.
The new look is a stark departure from the white curved label we’re used to seeing. Instead, it’s sleeker, squarer, with black as the primary colour. There’s even a reworked logo. The age statement messaging feels more prominent. And there’s a cleaner, more pared back feel, too. In terms of the liquid, there’s a focus on sherry casks – these have always played a significant role in maturation – and, for GTR, thoughtfully sourced wine barrels.
Why the darker, moodier palate? It’s in a large part a callback to the highly collectable Black Bowmore releases. This year marks the 60th anniversary of its distillation – a heavily sherried, Oloroso-matured spirit first bottled in the 1990s. More expressions have followed, perhaps most notably the 31-year-old DB5 edition released as part of the collaboration with Aston Martin. The series takes its name from the almost onyx-like hue imparted by extended ageing in Oloroso. Arguably, it was Black Bowmore that cemented the distillery as an in-demand dram for collectors. According to Noble & Co’s Whisky Intelligence Report Q2 2024, the distillery ranks third by auction value sales from January to April this year, behind only The Macallan (by far the leader) and Springbank.
It’s not just about the top end, though. In the press release accompanying the launch, the brand speaks of realising its full value. It can only do this by “investing to retain and enhance its place”. Which is where the refresh comes in.
“With a clear desire to put the whisky in the bottle at the heart, the new design of Bowmore expresses the spirit story in the clearest and most authentic way,” it continues. It initially sounds like marketing fluff, wanting to convey the “layered nature” of the spirit. But on a visit to the distillery the intricacies of production become clear. For starters, Bowmore’s production is comparatively tiny. In 2024, just 2.1 million litres will flow from its stills. Compare that to The Macallan, which has a capacity of around 15 million. Of course, it might not be maxing that out, but it still shows the difference in scale. In addition, Bowmore is one of just 10 single malt distilleries in Scotland with its own floor maltings.
This labour-intensive process has a profound impact on flavour, but demands both people and space. It accounts for around 25% of its barley needs. Most won’t associate the detailed line work as part of the design with the complexities of the process. But it’s a pleasing nod nonetheless.
What about the whiskies themselves? Two new collections are being unveiled which will sit alongside the existing core range. In domestic markets, Bowmore Sherry Oak comprises four expressions: Bowmore 12-Year-Old Sherry Oak Cask, Bowmore 15-Year-Old Sherry Oak Cask, Bowmore 18-Year-Old Sherry Oak Cask, and Bowmore 21-Year-Old Sherry Oak Cask. Some integrate both Oloroso and Pedro Ximénez casks, while the 12-year-old just states ‘sherry’. It’s a clear extension of the maturation policies long seen at the distillery.
Things are shaken up somewhat with the arrival of the GTR-exclusive Bowmore Appellations series. Again there are four expressions on offer, each with an age statement. But here, the team has literally embarked on a journey across some of the world’s most prominent wine regions. It’s a new, fresh, and sensorially satisfying direction.
Bowmore 14-Year-Old combines takes ex-Bourbon cask matured-whisky and finishes it in Bordeaux barriques. My tasting notes span berry compote, tropical fruits, nutmeg and a hint of mint leaf on the nose, ahead of pineapple, peaches, red cherries and that characteristic gentle Bowmore smoke on the palate. The finish reminded me of subtle incense.
Bowmore 16-Year-Old is likewise matured in ex-Bourbon casks, but there’s a portion from European oak sherry, too. This time it’s finished in ruby Port casks from the Douro Valley. I found salted caramel notes on an otherwise rather tropical nose, with orange peels berries and a subtler smoke on the palate.
After an ex-Bourbon primary maturation, Bowmore 19-Year-Old is finished in Burgundy Pinot Noir casks. A strikingly floral nose – Turkish delight, magnolia – develops into milk chocolate, nuttiness and caramelised fruits on the palate, with an aromatic smoke throughout. The finish offered all kinds of evocative marshmallow-over-a-bonfire notes.
The final GTR release is Bowmore 22-Year-Old. Also from ex-Bourbon, it has been finished in Sauternes casks – and it’s a richly complex bottling. Green apple, jasmine, honey and fudge sit with a remarkably gentle smoke on the nose, while cinnamon sticks, creme brulee and sticky berries are joined by a more perfumed peat influence on the palate. A surprising grassiness arrives on the finish.
“The terroir in terms of wine cask flavours is aimed to entice people in,” Bowmore master blender Calum Fraser summed it up as we tasted through the range. There’s not long to wait to see if passengers will be lured. The domestic Bowmore Sherry Oak range rolled out from September, while the Appellations Collection will be available at key hubs – including Singapore Changi and London Heathrow – from October.
