Bowmore & Aston Martin partnership goes to next gear with new launches

By Luke Barras-hill |

Bowmore ARC-52 features 52-year-old single malt and is billed as one of the rarest and oldest Bowmore whiskies to be created.

The second iteration of the ‘Designed by Aston Martin’ limited edition collection from Islay single malt Scotch whisky Bowmore has launched exclusively into global travel retail.

As reported, Bowmore unveiled the inaugural collection in 2021 and has followed up by fusing the distillery’s global travel retail whiskies with the global appeal of the British automotive manufacturer to produce a new limited edition bottle and pack design.

Existing 10yo, 15yo and 18yo expressions have been bolstered with a trio of luxury car pairings deemed pivotal to the evolution of the British car manufacturer – Aston Martin 1922 GP TT2, Aston Martin AM V8 and Aston Martin 1959 DBR4.

To support the launches, Bowmore has triggered in-store activations at 17 airports across the globe at priority locations including at Heathrow and Frankfurt Airports, in Hainan and Taiwan.

Dubbed ‘Movement of the Senses’, it will focus on the marriage of Aston Martin’s and Bowmore’s universes to create a mutually beneficial partnership.

Displays will showcase different materials from Aston Martin and Bowmore, with visitors able to try headphones to amplify the sounds made by both brands and enjoy interactive audio-visual content and a multi-sensory experience immersing them in the history of both brands.

Bowmore ARC-52 arrives

In addition, Bowmore is set to launch ARC-52 into global travel retail in the near future.

The new sku combines ‘the cutting-edge engineering of Aston Martin’ with ‘the unfaltering attention to detail and craftsmanship of Bowmore’.

An in-store activation in Hainan, one of 17 to feature at airports across the globe.

Fourteen bottles will be available in global travel retail, with seven released this summer and the remainder due in early 2023.

A total of 100 decanters of Bowmore ARC-52 will be created and released on a staggered basis to ensure the highest quality and craftsmanship of each vessel, according to Bowmore. Each bottle is numbered with a certificate of authentication.

Customers can pick up the expression in London, Singapore, Istanbul, Hainan, Taipei, Dubai and Paris.

Bowmore

The newly released collection has been designed for on-shelf standout while paying homage to iconic cars associated with the evolution of the British racing car manufacturer.

Bowmore ARC-52 is described as the pinnacle of the partnership between both companies and is the first in a new series that promises a ‘futuristic take on whisky vessel design’.

ARC-52 is matured for 52 years in a pairing of two cask styles – 50% from American Oak Hogshead and 50% from a European Oak Butt – for complexity.

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