Bowmore Rebrand

THE CONTEXT
Beam Suntory, the Japanese multinational behind some of the world’s most iconic spirits, wanted to unlock new growth and compete more directly with Diageo and Pernod Ricard. To do so, they needed to shift from being a portfolio-led organisation to a truly brand-led one with premiumisation at the heart of their strategy.

Rather than chasing volume, the goal was to grow through value, using brand to command price, drive margin, and elevate perception. Bowmore, the beautifully crafted Scotch whisky from the island of Islay (pronounced “eye-la”), was one of the brands chosen to lead this transformation. The challenge was to reposition it as an ultra-premium whisky while staying true to its rich heritage and craftsmanship.

THE IDEA
My role was to drive the co-ordination of the project and help define the strategic foundations that would guide both positioning and design. This began with an in-depth exploration of luxury markets across the US, Europe, India, and China, uncovering how ideas of refinement, rarity, and authenticity were shifting among affluent consumers and how they contribute to a modern sense of luxury.

From these insights, we built a brand positioning around a unique moment of consumption: the quiet, reflective pause where time, place, and craft converge - Bowmore is an experience in itself as opposed to an accompaniment to one. This became the emotional centre of the brand, informing the creative brief and shaping every element of design.

The resulting brand world and packaging translated that moment into a sensory experience - echoing the ‘sensation’,‘flavour profiles’, and nuances of the terroir (the natural environment in which a wine is produced) as well as the liquid itself to paint an intriguing world of profound depth waiting to be explored and discovered.

THE IMPACT
The rebrand became the cornerstone of Bowmore’s 250th anniversary celebrations, a global launch that captured press attention and reinvigorated whisky enthusiasts around the world.

Seeing Bowmore now confidently positioned to grow in the ultra-premium space, a place that often takes brands years to reach, is a testament to the power of strategy grounded in insight and expressed through design. The visual and strategic framework we created gives Bowmore the flexibility to evolve, adapt, and continue its journey as a modern icon of craftsmanship.

CONVERSATIONS BEHIND THE SCENES...
Given true luxury brands take decades to cultivate and become part of the cultural conversation, the positioning had to provide fertile ground for Bowmore to create engaging and intriguing brand experiences across touch-points for years to come. This is hugely challenging premise that many brands don’t fully appreciate. It really does get to the heart of what I enjoy - building competitive and sustainable businesses through strategic brand building.