ISLAY single malt distillery Bowmore has embarked on a new marketing campaign for its 15 year old Darkest expression.
The global campaign, titled ‘magic happens on the Darkest nights’, was kicked off this month with a theatrical event in London. A number of other events will follow as well as advertising, digital marketing and PR activity.
“We are hugely excited to be showcasing our 15 year old Darkest as a core member of the Bowmore range,” said Bowmore brand manager Cara Laing.
“The spirit is truly exceptional and a firm favourite with trade and consumers alike.
“The new campaign allows us to explore new marketing platforms such as chocolate pairing and even astronomy.”
Bowmore Darkest is aged for 12 years in American bourbon casks, before being transferred to Oloroso sherry casks for a further three years.