End Of The Road: Bowmore, Aston Martin Toast Five-Year Partnership

Forbes

a day ago

The Bowmore ARC-54 features rare 54-year-old whisky in a handblown decanter that is inspired by the ... More F1 Valkyrie. Only 130 decanters available globally, at a suggested retail price of $80,000.
A five-year collaboration between Bowmore and auto maker Aston Martin officially comes to an end this month, a partnership that added some luxurious luster to the Scotch whisky brand.
Nathalie Phillips, the senior director of prestige brands in the U.S. for Suntory Global Spirits, the parent company of Bowmore, tells me during a virtual interview that the brand's positioning has strengthened over the past several years.
Back in 2020 before the Aston Martin partnership kicked off, Bowmore was in a rarified group of Scotch brands that can access decades-old whisky, making the brand highly coveted by collectors. But this heritage and history wasn't always appreciated by the broader population.
'That disconnect was something that we wanted to fix,' says Phillips. 'We should be getting that credit on our base, because our whiskies are incredible.' Bowmore, she adds, 'really is a coveted brand no matter what price point.'
This explains why over the last half decade, the distillery has reinforced time and time again a connection with Aston Martin. Both are brands that Phillips says have British heritage, craftsmanship and tradition. This history goes back well over a century for Aston Martin, which was founded in 1913, and even further for Bowmore distillery, which was created in 1779.
Bowmore, Aston Martin Collaboration Takes A Final Lap
Limited edition offerings have been a particularly important through line that's connected the brands. 'That collectibility is something that's really important to our core,' says Phillips. 'So finding another partner that could help us amplify that globally was important.'
The brands' first creation kicked off in 2020 with the launch of the Black Bowmore DB5 1964. Only 25 bottles were sold, marking momentous moments for each brand. For Bowmore, 1964 was significant as it was when a new boiler was added to the distillery that allowed for steam in heating the stills, rather than coal fires. And while the Aston Martin DB5 launched in 1963, it became most known when driven by the fictional spy James Bond in the 1964 film Goldfinger.
Bowmore distillery dates back to 1779. It is the oldest distillery on Islay.
The partnership has taken several other twists and turns over the years, including the DBX Bowmore Edition luxury cars that were painted in 'Bowmore Blue' and in some cases, featured Bowmore-branded copper inlays using copper from the original whisky still. Interior accents included Bowmore tweed, a nod to the brand's Islay roots. Only 18 of these vehicles were sold.
The final lap of the Bowmore-Aston Martin collaboration was recently marked with the second, and final, release of the ARC series, the Bowmore ARC-54. Sold at a suggested retail price of $80,000, the ARC-54 was distilled in November 1968 and is described as having zesty citric tones, delicate floral notes, along with salty caramel sweetness, spiced ginger and cinnamon.
Only 130 decanters were made available globally. Each of the vessels were handblown and took inspiration from the terroir of Islay and the F1-inspired aerodynamic exterior of the Aston Martin Valkyrie hyper car.
'This rare creation truly demonstrates just how Bowmore ages exceptionally over time, with unmatched precision and clarity,' says Calum Fraser, Bowmore's chief blender, in a statement at the time of ARC-54's release. 'As guardians of this spirit, we strive to harness the power of the past in every drop that we create – whilst constantly reimagining Bowmore for the next generation that will experience our whiskies.'
Over the course of five years, Bowmore and Aston Martin launched a series of collaborative products, ... More including rare bottles and Bowmore edition luxury cars, that were crafted for collectors.
Phillips says that the vision for ARC-54 was that it wasn't crafted to just be another rare whisky bottle. Brands like Bowmore must compete not only with the luxury offerings from other Scotches, but also with any collectible that luxury shoppers may desire, ranging from watches to purses to automobiles.
'We didn't want to just create a package that was beautiful, but something that actually was related to the partnership,' says Phillips. 'That was something that was unprecedented for us.'
How Aston Martin Has Helped Bowmore
When asked to gauge how Bowmore views the success of the five-year partnership with Aston Martin, Phillips says the brand looks at collectability rankings. Over the past few years, Bowmore says it has seen a rise in how 'collectible' it is deemed by consumers. The limited-edition sales runs for the bottles also sell out, another sign that Bowmore is crafting the right quantity of expensive, limited-edition bottles to meet demand.
There is also a halo effect that Bowmore says it sees for the more accessible offerings, which can sell for under $60. Phillips says Bowmore is keen to keep a close eye on which bars and restaurants are selling the brand and if it is prominently displayed behind the bar and on restaurant and hotel menus.
'That's really important to us, because that helps to build a sustainable brand,' says Phillips. 'And that's when the sales guys say, 'I love what you are doing. Please keep doing more.''