Scotch whisky producer Morrison Bowmore Distillers has embarked on a root-and-branch revamp of flagship single malt Bowmore.

The Islay-based distiller, owned by Japanese drinks group Suntory, has designed new packaging and created new advertising for Bowmore, the world's tenth-largest single malt in terms of sales.

The company said on Friday (17 November) that it would spend GBP20m (US$37.9m) on the brand over the next five years to boost sales in its key markets in the US, Asia and duty-free.

Glen Moore, the global brand director for Bowmore, said it was "very much a new chapter" for the brand. "This is the most complete review of the Bowmore range in the company's 227-year history and we expect it to put the brand in good shape for the future," he said.

Morrison Bowmore has reduced the Bowmore range, creating two separate portfolios for the brand. One range will serve the brand's core domestic markets, while the company will sell a number of "exclusive" Bowmore expressions for the travel retail channel.

The revamped bottle (pictured) has been designed to help promote Bowmore as a premium malt whisky brand, the company said. Morrison Bowmore sells 132,000 cases of Bowmore worldwide each year but believes it can grow the whisky further.

Chief executive Mike Keiller added: "There are very few brands in the single malt segment; there is scope for the development of branded single malts and that's what Bowmore is all about."

A new advertising campaign for Bowmore will also roll out into the brand's key markets early next year.