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."