News

UK: Bowmore launches 12-year-old Islay nationally

Most popular

What rum needs to do to recognise its potential

A-B InBev's Craft Brew Alliance purchase - Comment

Technology bringing tasting events closer to home

Why single malt should ignore its core consumer

What does Brexit mean for drinks trademarks?

MORE

Bowmore Distillers is to roll out its Bowmore 12 Years Old Islay Single Malt across the UK supermarket sector, in place of the un-aged Bowmore Legend.
 
"The positioning of Bowmore 12 Years Old as the brand's entry point whisky represents a significant move in UK strategy by Morrison Bowmore Distillers Limited and its UK distributor, Fior Brands Limited," a statement said. "It signifies the realisation of a long term strategy not only in relation to investment in stock, but also in terms of the return on that investment."

Over the last five years, sales of Bowmore Islay Single Malt have grown 49%, compared to malt whisky sales in supermarkets up by just over 33%.

At a recommended retail price of £24.99, Bowmore 12 Years Old will also compare favourably against its competitive set, including the 12 Years Old Highland Park, the 12 Years Old Caol Ila and the 12 Years Old Bunnahabhain, the statement added.

David Wilson, Morrison Bowmore Distillers Limited's regional sales director for UK/Europe said: "Offering the heart of the Bowmore spirit to supermarket consumers makes sense all round: the discerning consumer will appreciate the benefits of the aged spirit; the 12 Years Old will add value to the category for the supermarkets; and Morrison Bowmore Distillers not only offer the heart of the brand to the UK's biggest retail audience but realise the benefits of many years of good stock management."


Sectors: Spirits

Related Content

Old Pulteney switches aged expression in portfolio redraw

Old Pulteney switches aged expression in portfolio redraw...

What's so special about Islay anyway? - Comment

What's so special about Islay anyway? - Comment ...

FCKDUP FMB withdrawn in Canada following death of 14-year-old

FCKDUP FMB withdrawn in Canada following death of 14-year-old...

FREE TO READ - The biggest interviews of the year - just-drinks' review of 2018

FREE TO READ - The biggest interviews of the year - just-drinks' review of 2018...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?