Celebrated Scotch whisky brand Bowmore is marking its 250th anniversary with a major branding redesign – as well as eight new expressions.
As the longest standing licensed producer on Islay, a weather-worn island off Scotland’s west coast, heritage runs deep in Bowmore’s identity. However, as a new generation of whisky drinker makes its way over the hill, evolution becomes a necessity.
In place of the previous predominantly white branding, the brand’s new look is dominated by a brooding shade of black in homage to one of its most iconic expressions, Black Bowmore, which was distilled in 1964.
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“We have a duty of care as custodians of this incredible distillery to best reflect and capture the true essence of Bowmore, out of both respect to all that has been achieved so far but equally out of a desire to ensure we honor the spirit as we know it today,” said Kirsteen Beeston, Bowmore’s director of marketing.
“As such, we made the decision to evolve the world which surrounds the brand, across brand creative, experience and innovation.”
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This new branding will be first showcased on Bowmore’s eight new whisky releases, which are separated into two new boutique collections. The first, the Bowmore Sherry Oak Collection, features four spirits that showcase the distillery’s ability to layer flavor via the very best European oak sherry casks.
The Sherry Oak Collection includes four age ranges (12, 15, 18 and 21 years), aged in combinations of ex-oloroso and Pedro Ximenes casks, selected by Bowmore master blender Calum Fraser.
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The Bowmore Appellations series also looks to Europe, but this time to the continent’s finest wine producing regions. From the vineyards of Bordeaux and Burgundy to the port houses of the Douro Valley, the four Appellations whiskies are a celebration of the diversity of Europe’s terroir.
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The travel exclusive series has four age statements – 14, 16, 19 and 22 years old – but it is the Bowmore Appellations 22 Year Old that really stands out. Finished in ex-sauternes casks, Bowmore’s signature peaty smoke dances with the lingering sweetness of the French wine.
The two new collections will launch in select markets from September 2025 (and will both be available at the Bowmore brand home on Islay), while the permanent collections will take on the new branding from next year.
