Suntory Global Spirits has opened its first ever Bowmore boutique in the travel retail channel, in partnership with global travel experience player, Avolta, at Heathrow airport’s Terminal 5. The 100-square-metre space is located in the main Level 2 T5 Departures area. The pop-up will be present until the end of January 2025.

The boutique will showcase the new exclusive Bowmore Appellations Collection, which made its European travel retail debut in October at Heathrow airport, in partnership with Avolta. These four whiskies mark a unique collaboration with some of the world’s biggest wine-producing regions. From the vineyards and wineries of Burgundy and Bordeaux to the exclusive port houses of the Douro Valley, these single malts combine influences from Bowmore’s Islay home and renowned European terroirs.

The new retail space will also spotlight a selection of rare, vintage and limited-edition expressions. This includes Bowmore 30-Year Old, Bowmore Timeless 33-Year Old, Bowmore Vaults 1971, and the Bowmore Frank Quitely 23-Year Od, 24-Year Old and 34-Year Old.

The boutique’s design reflects the new Bowmore brand visuals, incorporating the dominant use of the colour black showcased on the new whisky packaging. Key features include distinctive transparent panel detailing and oak textured merchandising units.

A selection of immersive elements will allow travellers to connect and interact with the Bowmore brand. Visitors to the boutique will be invited to taste the new Bowmore Appellations 14-Year Old and 16-Year-Old whiskies. They will also have the opportunity to learn about and sample Bowmore's permanent collection, and explore the rare and vintage whisky expressions.

Ashish Gandham, managing director for Suntory Global Spirits, commented: “The opening of our first-ever Bowmore boutique in global travel retail, at Heathrow’s Terminal 5, marks another significant milestone for the brand, as we strive to captivate the travelling consumer by offering multi-dimensional and immersive experiences to stimulate the senses. It also underscores our commitment to travel retail, which remains a key brand-building channel for our portfolio."

For more information on Bowmore’s partnership with Avolta, visit Global Suntory Spirits’ website. Visit Bowmore’s website for more information on its whisky portfolio.