Media

Date:  18 August 2008

Bowmore Single Malt Whisky 700ml Bottle Case Study

This stunning bottle epitomises the essence and personality of Bowmore, creating a beautiful package with tremendous appeal, which has constituted to increased consumer awareness and a significant growth in sales.

Background
Bowmore is an award winning Islay Single Malt Scotch whisky, the Bowmore 18 Year Old having won the WSC prize for the best whisky in the World, over 700 other competitors.  However, until comparatively recently, research showed that the Bowmore brand did not have high general consumer awareness. 

The target consumer for the Bowmore single malt range is 30 to 50 year old affluent men, who are image conscious urban dwellers.  Therefore, for the new package, the remit was to develop a premium differentiated pack, for a global market, which would be distinctive and visually intriguing and therefore increase consumers value perception and assist in the development of the Bowmore brand.

The Design
Originally designed by Glasgow based Breeze Creative, the bottle has an elegant profile, as a reminder of the superior quality of the whisky and heavy embossing on the front panel, to reinforce the heritage of the brand.  Glen Moore, Bowmore brand director, says:

"The interest in Single Malt whisky just keeps on growing.  It is important that the Bowmore packaging clearly and simply communicates the heritage, quality and positioning of a great single malt whisky."

The Package
Since the launch of this new packaging, Morrison Bowmore has received fantastic feedback, the product has already started to demonstrate its potential in key markets against competing brands - with consumers seeing it as a superior proposition.