# Car-Branded Golden Ratio Whiskeys Bowmore and Aston Martin Launch Master's Selection Single Malt By Niko Pajkovic | Published 2021-12-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/masters-selection References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2021/11/bowmore-and-aston-martin-unveil-latest-whisky/) & [bowmore](https://www.bowmore.com/node/16)  Iconic Islay-based whiskey maker [Bowmore](https://www.trendhunter.com/trends/arc52-the-mokume-edition) 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](https://www.trendhunter.com/trends/bowmore-islay) "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 Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 33% | Activity: 14% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Luxury Collaborations:** Whiskey makers and luxury automobile manufacturers are collaborating to create an exclusive new product for high-end consumers, disrupting traditional marketing strategies. - **Creative Aging Techniques:** Whiskey creators are experimenting with new aging techniques to create unique flavors, disrupting the traditional whiskey making process. - **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. ### Where This Applies - **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. - **Alcoholic Beverages:** Whiskey makers are experimenting with new production techniques and flavors to create unique products that disrupt the traditional alcoholic beverage market. - **Product Design:** Whiskey makers are incorporating luxury car manufacturers' design philosophies to create customized products that disrupt the traditional product design process. ## Related on Trend Hunter - [Car-Backed Luxury Whiskies](https://www.trendhunter.com/trends/bowmore-islay.md) - [Sports Car-Inspired Whiskies](https://www.trendhunter.com/trends/aston-martin-in-formula-one.md) - [Racing Team-Inspired Whiskies](https://www.trendhunter.com/trends/aston-martin-formula-one-team.md) - [Arc-Shaped Luxe Libation Bottles](https://www.trendhunter.com/trends/arc52-the-mokume-edition.md) - [Motorsport-Inspired Malt Whisky Partnerships](https://www.trendhunter.com/trends/aston-martin-formula-one.md) - [Luxe Car-Inspired Bottle Designs](https://www.trendhunter.com/trends/the-macallan-horizon.md) - [Automotive Collaboration Whiskeys](https://www.trendhunter.com/trends/bentley-x-the-macallan-horizon-whiskey.md) - [Myth-Inspired Scotch Whiskeys](https://www.trendhunter.com/trends/bowmore-no-corners-to-hide.md) - [Design Studio-Made Whiskeys](https://www.trendhunter.com/trends/callum-529.md)