Bowmore, a scotch whisky producer, has launched a bottling celebrating the Lunar New Year. The new expression is available exclusively at global travel retail locations.
Bowmore Lunar New Year is an 18-year-old whisky bottled at 43% ABV. It retails for $145. The new release will be available at global travel retail outlets in China, Korea, Hong Kong, Taiwan, Singapore, Thailand and Malaysia, according to The Spirits Business.
The packaging, however, is the real star of the new release, featuring “illustration of the Bowmore distillery, history and traditional Chinese elements,” according to Marketing-Interactive.
Because the bottle is primarily intended to be a gift, a great deal of detail has gone into the illustrations on the packaging, with inspiration drawn from Alice in Wonderland and following the white rabbit, as 2023 is the year of the rabbit.
“As a Scottish brand that’s lesser known in Asia, this packaging concept allows the Asian region to gain the familiarity of Bowmore with the water rabbit as a guide,” Sharim Gubbels, Leo Burnett Singapore’s executive creative director, said, according to Marketing-Interactive. “We drew inspiration from Lewis Carroll’s Alice in Wonderland, where following the white rabbit leads you through a portal to discover an extraordinary new world.”
Bowmore Lunar New Year Tasting Notes
According to the brand, the bottle offers a nose of dark chocolate, toffee and date oil. On the palate, consumers can expect notes of orange peel, peat smoke, coffee and macadamia nut. The finish is said to contain plenty of chocolate notes.
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