Beam Suntory is celebrating 2024 Lunar New Year with new travel retail exclusive releases from its Bowmore and Auchentoshan brands, both of which are available from this month.
To mark Lunar New Year 2024 – which celebrates the Year of the Dragon – Bowmore’s limited 2024 edition takes travellers on an “Ascent to Greatness”, via the Chinese legend of a dragon’s gate atop a fierce waterfall.
In this famous tale, many carp swim upstream, hoping to leap across, but only the bravest succeeds. The carp that takes the final leap is transformed into a mighty dragon, and conquers the sky.
A new legend inspires Bowmore
The 18-Year-Old Bowmore Lunar New Year 2024 Edition showcases this legend through special packaging created by Kenn Lam. The colourful graphics of the box illustrate the dedication and perseverance necessary to withstand rough waters and chase perfection.
The single malt is matured in Oloroso and Pedro Ximénez sherry casks, and bottled at 40% ABV.
On the nose the whisky incorporates aromas of dark chocolate, treacle coffee and date oil. On the palate, it offers notes of bitter-sweet orange peel and peat-smoke roasted coffee, giving way to a finish of mocha and macadamia nut chocolate.
The Bowmore Lunar New Year Edition is available exclusively in travel retail doors in China, Malaysia, South Korea, Thailand, Singapore and Macau, priced at US$159.50. The launch will be supported by activations in Haitang Bay Duty Free Shopping Mall, Singapore Changi Airport, Shanghai International T2, and Bangkok Suvarnabhumi Airport.
Auchentoshan gets adventurous with Aeropalmics
Beam Suntory has also unveiled a 2024 Lunar New Year release from Lowland distillery Auchentoshan. Auchentoshan Dark Oak – described as a lively and refined single malt – was created to celebrate the promise that a new year brings, in line with the distillery’s focus on what lies ahead, and the belief that life is best enjoyed with others.
The Auchentoshan Dark Oak Lunar New Year 2024 Edition is available exclusively in travel retail doors in Singapore, Taiwan, Thailand, Malaysia and South Korea, with an RRSP of US$66.06. The launch is being supported by an activation at Taiwan Taoyuan International Airport – a key travel retail location for the brand – in partnership with Ever Rich Duty Free.
The whisky is packaged in a brightly coloured presentation box designed by the illustrator known as Aeropalmics. It features images of clouds, wintersweet flowers, pine trees and fireworks, which combine to create a single Auchentoshan dragon.
The signature Auchentoshan triple stills have been reimagined as mountains, which in Chinese art represent energy turned into action – a concept that echoes the brand’s call to be open, adventurous and spontaneous.
Dark honey in colour and bottled at 43% ABV, Auchentoshan Dark Oak is triple-distilled, then mellowed in bourbon, Oloroso and Pedro Ximénez sherry casks, for added complexity.
On the nose the whisky is nutty and toffee, with a strong wood influence of coconut and vanilla with gentle oak spices, complemented by notes of freesia, red berries and sherry. On the palate the whisky is spicy and sweet, offering notes of roasted hazelnuts, brittle and toffee, crème caramel, candied apple and sugar almonds, with a hint of liquorice stick tannins. The sweet floral finish features honeysuckle and caramel.
Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez noted: “Lunar New Year represents a key gifting opportunity for the single malt category, and I’m confident these limited-edition releases from Bowmore and Auchentoshan will drive business both for us and our retail partners.
“I’m very proud of the beautiful packaging we have created for these single malts, which delivers exceptional in-store visibility, and enhances the story-telling and engagement opportunities that are so vital to building brand presence.”
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