Key Stats
Secured 1x culturally-defining strategic partnership to succeed Bowmore’s previous collaboration with Aston Martin, helping unlock new audiences and cultural impact.
Established Bowmore’s first-ever network of friends of the brand, bringing together influential cultural tastemakers, talent, press and creatives from beyond the whisky category.
Generated more than 300 pieces of earned media coverage and delivered over 5bn potential reach in 2025 supporting new product launches.
Expanded Bowmore’s presence across culture, creativity and lifestyle media, driving visibility beyond traditional spirits and luxury press and talent.
The Challenge
Bowmore is a renowned luxury whisky brand with strong recognition among premium whisky consumers. While its heritage and craftsmanship are already well established, there was an opportunity to evolve the brand’s positioning, making it a more culturally accessible luxury brand for a broader audience.
The challenge was to maintain Bowmore’s premium credentials while creating relevance among a new generation of consumers whose definition of Module 5: The Challenge
Bowmore is a renowned luxury whisky brand with strong recognition among premium whisky consumers. While its heritage and craftsmanship are already well established, there was an opportunity to evolve the brand’s positioning, making it a more culturally accessible luxury brand for a broader audience.
The challenge was to maintain Bowmore’s premium credentials while creating relevance among a new generation of consumers whose definition of luxury extends beyond products and into culture, creativity and meaningful experiences.
The Approach
To support this evolution, we developed a strategy designed to place Bowmore at the intersection of luxury, creativity and contemporary culture. To do this, we introduced the brand to new audiences through a carefully curated programme of partnerships, talent engagement and earned media activity.
A key pillar of this was identifying and securing a new culturally-relevant partner to support the launch of Bowmore’s latest whisky expressions. Alongside this, we established Bowmore’s first-ever ambassador programme – a collective of press, creatives, and tastemakers united by a shared commitment to craft and intentionality, designed to build long-term advocacy. The programme launched in 2025 with modern poet Sophia Thakur, who was commissioned to create a bespoke piece inspired by Bowmore’s ARC-54 release – translating whisky’s craftsmanship into storytelling.
