Suntory Global Spirits has introduced its new Bowmore Appellations Collection, a special whisky range exclusive to travel retail. This launch is being highlighted through two major airport activations: one at Singapore’s Changi Airport and the other at Heathrow Airport in London.
The Bowmore Appellations Collection features whiskies that blend the influence of Bowmore’s Islay origins with flavors from famous European wine regions, including Bordeaux, Burgundy, and the Douro Valley. This collaboration results in four unique whiskies that showcase these combined terroirs.
Changi Airport Launch
At Changi Airport, the collection debuted on November 1, 2024, and will be available until December 11, 2024. This marks the first time the Bowmore Appellations Collection is being introduced in Asia. The launch is taking place in a multi-sensory pop-up space in the T1 Departures area, designed to draw attention with features like oak-textured displays and vibrant signage. Visitors can explore the different whisky profiles and enjoy tastings of all four expressions, including a special Ruby Manhattan cocktail made with Bowmore 16-Year-Old, which is aged in a mix of bourbon, sherry, and port casks.
The pop-up also features displays of rare Bowmore expressions, like the 25-Year-Old and the limited edition Timeless 33-Year-Old, alongside a selection of gift-with-purchase (GWP) offers. Shoppers who spend $180 or more can receive an exclusive Bowmore diffuser. This activation is being supported by digital ads across Changi’s terminals.
Heathrow Airport Launch
The European debut of the Bowmore Appellations Collection is taking place at Heathrow Airport in London. The collection is being introduced with a month-long program across multiple terminals. The highlight is a special ‘contentainment space’ takeover in Terminal 2, designed to engage travelers with the Bowmore brand. In addition, visitors can taste the new Bowmore 14-Year-Old and 16-Year-Old whiskies at a new Bowmore boutique in Terminal 5.
Exclusive offers and tastings are available throughout Heathrow, with further activations planned for January 2025. In addition, travelers at Gatwick and Manchester airports will also have the chance to try Bowmore whiskies at tasting bars.
Both Changi and Heathrow activations aim to provide travelers with a premium whisky experience and offer a closer look at Bowmore’s new travel retail collection.
