BOWMORE EYES CHINA

Bowmore Islay 2024 : Leap to Greatness

Ushering in the Year of the Dragon, Leo Burnett Singapore and Beam Suntory present a new, special edition packaging for Bowmore Islay Single Malt Scotch Whisky, featuring a determined carp and its  transformation into a powerful dragon.

Bowmore is located in the centre of Islay and occupies a central role in the island’s whiskies. The distillery has retained its own floor maltings which account for 40% of its needs and when mixed with malt from the mainland results in a medium peated spirit.  Its smoke, reminiscent of beach bonfires, mingles with a distinctly saline note, flowers, cereal, citrus and underneath a touch of tropical fruit. It is this character which, when matured in refill casks for a long period of time, becomes the primary aroma, the peat seemingly disappearing completely.

A significant percentage of the make is aged in ex-Sherry butts which take Bowmore off in another direction – one of dark fruits, chocolate, coffee, citrus and smoke. The extensive range picks and chooses between these extremes. A significant percentage of the distillery’s whisky is matured on the island, with the distillery’s No.1 Vaults being held to have the most extraordinary microclimate. This chill, damp environment – the vault is below the level of Loch Indaal and one wall makes up the town’s sea wall – is seen as ideal for long-term maturation.

For this Year of the Dragon 2024 limited edition packaging, Bowmore tells us the story of its journey to greatness through a legend deeply embedded in Chinese culture. Bowmore is a Scottish brand that is less known in Asia. However, there are parallels between the Chinese legend and Bowmore’s history, where a shared lesson emerges: that greatness belongs to those who persevere. The story of transformation is heightened by the pack mechanism itself which, when opened, reveals the majestic dragon at end of the journey, alongside Bowmore’s own triumphant creation: a Single Malt Scotch created over centuries of refinement.

With a rich legacy spanning over 240 years, Bowmore’s resilience and determination have been pivotal in shaping the distillery’s history. Even today, Bowmore remains dedicated to the art of handcrafted whisky, faithfully passing down the traditions, skills, and expertise forged in 1779 during the earliest days of Scotch whisky.

To capture this spirit of resilience, Leo Burnett Singapore found inspiration in an old Chinese proverb: “鲤鱼跳龙门” (The carp has leapt through the Dragon’s Gate).

The proverb tells of a humble carp’s journey to conquer the peak of a raging waterfall. Braving a turbulent journey, with waves cascading from above, the carp ultimately prevails in a final, triumphant leap at the peak, that miraculously transforms it into a majestic dragon – underscoring the enduring truth that only those who persevere can attain greatness.

Singaporean illustrator Kenn Lam captures the moment of the carp’s transformation into a triumphant dragon, revealed as the package glides open to reveal the Bowmore Single Malt nestled inside.

On the back of the box, an original spring couplet (a two-line poem traditionally written during Lunar New Year) tells the story of the carp and the dragon, written in hand-drawn, contemporary Chinese calligraphy.

The 2024 special edition packaging for the Lunar New Year features the Core 15-Year-Old bottle (available in Canada only), and an exclusive 18-Year-Old bottle (available exclusively in travel retail doors in  China, Malaysia, South Korea, Thailand, Singapore and Macau, among others). The pack is currently available for purchase, leading up to the Lunar New Year.

The 2023 special edition packaging was recently awarded the Bronze award for illustration by World Brand Design Society, and earned itself a shortlist at New York Festivals Advertising Awards, and several metals at other notable award shows.

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