Here come the 2024 Lunar New Year releases from Bowmore and Auchentoshan – both global travel retail exclusive launches which will be available in the channel from January.
Carefully crafted for over 240 years, Bowmore creates exceptionally expressive whiskies which take the consumer on an immersive journey. To mark Lunar New Year 2024 – which celebrates the Year of the Dragon – Bowmore’s limited 2024 edition takes travellers on a journey of celebration with an “Ascent to Greatness”, showcasing 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.
The 18-Year-Old Bowmore Lunar New Year 2024 Edition showcases this legend through a beautifully designed pack created by Kenn Lam. The rich, colourful graphics of the box illustrate the dedication and perseverance necessary to withstand rough waters and chase perfection. The myth was specifically chosen to mirror that of Bowmore – defined by an unwavering intentionality to making whiskies as they have always been made, shaping every drop with added depth and distinction of flavour.
An exceptional single malt, the 18-Year-Old Bowmore Lunar New Year Edition is deep and complex, yet perfectly balanced. Matured with excellence in the finest Oloroso and Pedro Ximénez sherry casks, and bottled at 40% ABV, the resulting character captures the essence of Bowmore brilliantly. On the nose this whisky incorporates aromas of rich 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 velvet mocha and macadamia nut chocolate.
The 18-Year-Old Bowmore Lunar New Year Edition is available exclusively in travel retail doors in in China, Malaysia, South Korea, Thailand, Singapore and Macau, and has an RRSP of US$159.50. The launch will be supported by high-profile activations in Haitang Bay Duty Free Shopping Mall, Singapore Changi Airport, Shanghai International T2, and Bangkok Suvarnabhumi Airport.
Beam Suntory-owned Lowland distillery Auchentoshan has also unveiled a 2024 Lunar New Year release. Auchentoshan Dark Oak – a lively and refined single malt – celebrates all 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 whisky is presented 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 are cleverly combined to create a single Auchentoshan dragon. Importantly, the 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 for smoothness, 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.
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 will be supported by an activation at Taiwan Taoyuan International Airport – a key travel retail location for the brand – in partnership with Ever Rich Duty Free.
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.”
