New Bowmore initiative aims to highlight effect of H2O on whisky
THE firm behind Islay single malt Bowmore has launched a new whisky and water education initiative for selected bars around the world.
The Bowmore Water Programme is designed to explain what the addition of water does to the Islay single malt and how it can bring about “another level” of sensory (smell, sight) and gustatory (taste) experiences for people drinking Bowmore.
Adding water allows the drinker to unlock Bowmore’s waves of flavour.
The “centrepieces” of the trade education initiative are the hand-crafted water dispensing units: the water safe – a copper water dispenser inspired by the spirit safe in Bowmore Distillery; and the tilter – a “fun and quirky” dispenser which tilts on an axis and can dispense a flow of water from one side or small droplets from the other.
Morrison Bowmore said it will work with its distributors to identify “key” on-trade accounts in the UK, North America and Asia and determine which water dispenser they will receive (the water safe or tilter); selected outlets will receive the dispenser as well as staff training and Bowmore’s Water & Whisky Guide, which describes in laymen’s terms the chemical reaction and science behind adding water to whisky.
Rachel Barrie, master blender at Morrison Bowmore Distillers, worked with Bowmore marketing manager Cara Laing to develop the initiative “not to tell people how they should drink their whisky but to give whisky-lovers an option to explore and let them make up their own minds”.
“Bowmore is an amazingly complex and harmonious whisky with an enigmatic flavour spectrum,” said Barrie.
“The spirit takes the drinker on a sensory adventure through sweetness and ocean spices with multiple layers of fruit and smoke.
“Adding water allows the drinker to unlock Bowmore’s waves of flavour on a journey through its creation.
“The taste adventure is just beginning.”
Images – Morrison Bowmore Distillers has launched two dispensers: the water safe and the tilter.