Bowmore and Aston Martin Launch Master's Selection Single Malt
Niko Pajkovic — December 13, 2021 — Lifestyle
References: bowmore & thespiritsbusiness
Iconic Islay-based whiskey maker Bowmore has once again partnered with luxury automobile manufacturer Aston martin to launch the Master's Selection -- a 21-year-old single malt whiskey targeted towards luxury consumers.
According to the company, the new 51.8% ABV expression was aged in both first-fill Pedro Ximénez and oloroso Sherry casks. In addition, for the creation of the new spirit, Bowmore adopted Aston Martin's "golden ratio" design philosophy, blending two whiskeys of different ages into one bottle; 61.8% of the finished liquid consists of 21-year-old whiskey, while the rest is made up of a whiskey that was aged for over 35 years.
“What seems totally contrasting is, in fact, perfectly balanced and proportionate. Working with Marek has given me a new lens from which to explore whisky making. This whisky serves as a celebration of our unified knowledge and experience; our shared passions, values and ideas," said Bowmore master whisky blender Ron Welsh.
Image Credit: Bowmore
According to the company, the new 51.8% ABV expression was aged in both first-fill Pedro Ximénez and oloroso Sherry casks. In addition, for the creation of the new spirit, Bowmore adopted Aston Martin's "golden ratio" design philosophy, blending two whiskeys of different ages into one bottle; 61.8% of the finished liquid consists of 21-year-old whiskey, while the rest is made up of a whiskey that was aged for over 35 years.
“What seems totally contrasting is, in fact, perfectly balanced and proportionate. Working with Marek has given me a new lens from which to explore whisky making. This whisky serves as a celebration of our unified knowledge and experience; our shared passions, values and ideas," said Bowmore master whisky blender Ron Welsh.
Image Credit: Bowmore
Trend Themes
1. Luxury Collaborations - Whiskey makers and luxury automobile manufacturers are collaborating to create an exclusive new product for high-end consumers, disrupting traditional marketing strategies.
2. Creative Aging Techniques - Whiskey creators are experimenting with new aging techniques to create unique flavors, disrupting the traditional whiskey making process.
3. Customized Product Design - Whiskey makers are using a luxury car manufacturer's design philosophy to create a new and unique product that meets the specific needs of a target market, disrupting the typical product design process.
Industry Implications
1. Luxury Automobiles - Luxury automobile manufacturers are exploring new business opportunities by partnering with other luxury brands to create products that appeal to high-end consumers, disrupting traditional marketing strategies.
2. Alcoholic Beverages - Whiskey makers are experimenting with new production techniques and flavors to create unique products that disrupt the traditional alcoholic beverage market.
3. Product Design - Whiskey makers are incorporating luxury car manufacturers' design philosophies to create customized products that disrupt the traditional product design process.
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