Bowmore Whisky Masters’ Selection 21 Launch

The Brief

To celebrate the UK launch of the Bowmore Masters’ Selection 21 single malt whisky, Bowmore Whisky tasked The Cocktail Service with providing the drinks for a launch party at Bonnie & Wild’s Scottish Marketplace in Edinburgh.

The limited-edition single malt was created in collaboration with master blender Ron Welsh and Aston Martin’s Chief Creative officer Marek Reichman, to mark the partnership between Bowmore Single Malt Whisky and Aston Martin.

The Cocktail Service previously provided cocktails for VIP guests at the Aston Martin enclosure at Goodwood Festival of Speed.

The Extraordinary Experience

Our team of expert bartenders served samples of the Masters’ Selection ’21 single malt whisky. Also on offer were bespoke cocktail expressions, created using Bowmore 12-Year-Old and Bowmore 15-Year-Old at the event attended by VIPs and industry experts.

As well as enjoying Bowmore cocktails, guests were able to hear from master blender Ron Welsh, and Senior Brand Ambassador David Miles.

Ron Welsh has worked in the whisky industry for over 25 years, overseeing the distilling process for brands like Laphroaig, Auchentoshan, Ardmore, to name a few.

Speaking in conversation with Aston Martin’s Marek Reichman, Welsh noted a similarity between the two companies is a focus on craftsmanship.

“My aim was to recreate that experience you have in an Aston Martin car. And it doesn’t start when you get in the car, it starts when you look at the car. It’s the senses when you pick up that glass, and you start to nose that whisky.”

Two Aston Martin cars with Bowmore branding were on show in Edinburgh’s St. James Quarter. The retail space offers world-class retail, leisure, hotel and residential offerings and has boosted Edinburgh’s economy by £1 billion since opening.

Sourcing A Team Of Brand Ambassadors

Sourcing team members who could confidently and elegantly communicate the brand values for both premium brands was vital for the success of this activation.

Our staffing team hand-picked team members from our database, ensuring that they fitted the brief provided by Bowmore, and the nature of the event.

After being selected, each team member completed bespoke training sessions tailored to Bowmore Whisky to ensure the success of this key element of the activation.

Read more about how we manage premium brand activations.