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Bowmore offers Islay experience
Islay Scotch producer Bowmore is investing heavily in its marketing this year, including the launch of a new campaign focused on sampling at popular outdoor events, sponsorship of the Ben Nevis Challenge and the continuation of Bowmore’s partnership with National Geographic.
The tasting programme is predicted to reach over 450,000 consumers and aims to offer “A Taste of Islay”.
It commenced at the Outdoor Pursuits show in Edinburgh in April and future events until the campaign finishes in November include The Royal Bath and West show, The CLA Game Fair, Southampton Boat Show and Kendal Mountain Festival.
Meanwhile the Bowmore Ben Nevis Challenge will take place on 20 August, with teams of disabled and non-disabled people working together to scale the UK’s highest peak in aid of Capability Scotland, one of the best-known disability organisations in Scotland.
The brand is also sponsoring the National Geographic International Photography Contest. The competition sees amateur photographers from the UK sending in their photographs of people, places and nature with the chance to win a visit to the distillery and see their work published in a future edition of National Geographic.
Kirsteen Beeston, head of brands marketing at Bowmore, said: “Bowmore has always been a champion of nature and the great outdoors so we’re delighted to be broadening our campaign this year to bring a taste of Islay to more of our target audience in a relevant and memorable way.”
Rupert Millar, 11.05.2011