From May – June 2017 a wide selection of major European airports will host a series of dedicated Bowmore activations highlighting it’s new travel retail exclusive range. Marking the highly anticipated release of Bowmore’s first age statement travel retail range in over five years, Bowmore Distillery Manager David Turner will be on-site in Heathrow, Edinburgh and Frankfurt airports from 5 May to meet travellers and sign a limited number of bottles – and offer a virtual reality spin through the distillery on Islay.

Bowmore’s owners, Beam Suntory GTR, will raise awareness of the new range (see DFH story) through dedicated sampling activations at various locations throughout Europe. Highlights will include a partnership with Dufry for activations in Heathrow and Edinburgh airports, and Heinemann in Frankfurt Airport, all of which will feature attendance from David Turner.

Alongside branded stands and installations, the in-airport activity will host Bowmore’s eagerly awaited VR experience – Unlock Hidden Depths. As well as having their bottles signed by Distillery Manager, David Turner, consumers will receive a complimentary leather wallet gift with every purchase over €65.00/£55.00.

Consumers will be immersed in the brand’s legendary No.1 Vaults through a dedicated virtual reality experience. Filmed using a drone and using educational and interactive touchpoints, Bowmore’s exciting new virtual reality tour, ‘Unlock Hidden Depths’, invites audiences to discover the ever-evolving story of how Bowmore whiskies are studiously finished and perfectly balanced to create a deeper character with complex flavours.

Wherever they are in the world, viewers will be transported to Scotland’s famous whisky island, Islay, where they will be taken on a virtual tour of Bowmore’s distillery. The virtual reality tour can be streamed on home devices and viewed with or without Google Cardboard glasses via Bowmore’s new website from

Marisol Castillo, Marketing Manager European Travel Retail at Beam Suntory, comments: “The release of an age statement range for Bowmore in travel retail is a key moment for the brand, and marks the first collection of its type in over 5 years. We are excited to bring the No.1 Vaults to life for travellers across European Travel Retail with an immersive experience for whisky fans.”

Discover Bowmore’s Age Statement range in European Travel Retail sites from 5 May 2017 with activations taking place in Frankfurt, Vienna, Munich and Hamburg with Heinemann; Barcelona, Madrid, London, Manchester, Edinburgh, Malaga, Basel and Zurich with Dufry; Brussels with Belgium Sky Shop and Reykjavik with Iceland Duty Free; amongst others.

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