Why Does this Bowmore Limited Edition Strategy Really Work?

Unveiling The Changeling Rich Story

After the “No Corners to Hide”, a duo of Bowmore’s 23 and 32-year-old whiskies, the brand once again delights its loyal consumers with its latest offering, “The Changeling“, which is a duo of its 22-year-old and 33-year-old single malt.

Bowmore partnered with Scottish graphic and comic book artist Frank Quitely to illustrate the brand story on each whisky 22 and 33 packagings. Quitely, also known as Vincent Patrick Deighan, works with Marvel and other DC titles. Likewise, he was also the artist behind Bowmore’s “No Corner to Hide” artwork.

The Changeling is formulated to evoke the folklore of Islay through taste and design. The new series is inspired by the folkloric story of a blacksmith who rescued his son from Islay’s ‘Fairy Folk’ after they kidnapped the boy and replaced him with a changeling.

5 Ways Bowmore Skyrocket Sales with its Limited Edition Strategy

Bowmore is indeed one of the world’s pioneer and high-end whisky brands. We’ve seen a lot of its promotional campaigns in the market, and this one is undoubtedly our favourite.

Let’s delve in and discover why this limited edition strategy appeals to people (including us) and how it helps the brand skyrocket its sales.

1. Superb drink product offered. 

The more years the whisky in the barrel means, the more sophisticated taste, with more notes to savour. With that said, years of storing make Bowmore’s whisky 22 and 33 exceptional.

The 22 was aged for 20 years and then put into white port barrels for an additional two, and the 33 was aged for 31.5 years and then put into tawny port barrels for its final year and a half.

Thus, for drink enthusiasts, these two whiskies are a must-have. Limited edition, they would indeed urge to taste the drinks’ exceptional flavours.

2. High-end bottle display used.

Another reason this limited edition strategy stands out in-store is because of the bottle glorifier display used for the product. The bottle plinth is customised with captivating artwork, making it more appealing. Likewise, mini spotlights are integrated into the bottle glorifier to highlight the product.

3. Limited edition product.

This promotion wouldn’t be special without the limited product offered. There are only 6,667 bottles of the 22-year-old and just 667 bottles of the 33 available worldwide. Once the stocks last, shoppers don’t have the chance to taste these whiskies again. Indeed, whiskey lovers wouldn’t let this opportunity pass.

To try these whiskies, customers have to hit up the travel retail shops in locations including Paris, Istanbul, Frankfurt, Amsterdam, Dubai, Singapore, Taipei, London Heathrow and New York, as well as select stores on the island of Hainan. Undoubtedly, the scarcity of these products helps the brand sell them immediately.

4. Creative packaging.

The primary purpose of packaging is to protect the product from possible damage. However, Bowmore’s creative product packaging does more than that — it tells a story.

Each packaging features “The Changeling” story; thus, it piques shoppers’ interest. Furthermore, this packaging is an artwork of a famous artist, making it more appealing to customers.

5. Great brand story.

Brand storytelling is important because it helps evoke emotions within the audience and establish relationships. Likewise, it helps a brand set itself apart from competitors and ensures it is memorable, which in turn helps to convert the audience to customers.

With that said, Bowmore undoubtedly does a great job of telling its story to its audience. Its whiskies, packaging and illustration strongly represent the brand’s unique history.

More of Bowmore’s drinks promotional campaigns:

Drinks promotional ideas to consider for your next marketing…

This custom decanter set is made of high-quality glass — specifically Borosilicate glass. It is well-known for its low thermal expansion rate and can withstand instant temperature change.

The roulette punishment game is made from ABS plastic. Aside from that, it’s also cost-effective in comparison to other popular manufacturing plastics like polycarbonate.

Unlike other ordinary ice cube moulds, this football-designed promotional bar accessories would definitely appeal to your customers, especially those who are fond of sports.

Our custom liquor dispenser is ideal for indoor use. It is best for indoor parties and family get-togethers. Aside from its dispensing ability, it also serves as a glass holder.

Final Thoughts

With centuries of experience in the industry, Bowmore proves that it is not just a pioneer in creating flavourful drinks but also good at formulating effective marketing strategies. This limited edition strategy can surely attest to that. Thus, we believe that Bowmore is a perfect inspiration for business that are new in the field of distillery.

What Can ODM Offer?

If you plan to run a limited edition marketing like this, we at the ODM team can help you make this a reality. Our experienced product designers from Mindsparks can assist you with your design needs!

We can help you produce custom marketing gifts, on-pack premiums, all types of premium giveaways, promotional product ideas and creative free-standing display units. We still have a lot of products and services in our store for you!

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