Last month, the Global Brand Ambassador of Suntory Global Spirits was in town for Changi Airport Group’s glittering World of Wines & Spirits event, so we snagged ourselves a seat at his masterclass. Over caviar-topped wagyu and a sampling flight of the travel retail exclusive releases, the industry veteran detailed the brand’s journey to becoming “the most desirable single malt”.

The Bowmore Appellations Collection, which launched at Singapore Changi Airport at the top of this month, is a collaboration with the world’s finest wineries in Burgundy, Bordeaux, and the exclusive port houses of Douro Valley.

• 14-Year-Old: Matured in American Oak, finished in Bordeaux barriques, offering vibrant smoke and orchard fruit.
• 16-Year-Old: Finished in Ruby Port casks for rich, autumnal complexity.
• 19-Year-Old: Finished in Pinot Noir casks, showcasing subtle smokiness and complex flavors.
• 22-Year-Old: Finished in Sauternes casks, delivering sweet, fruity notes.

Bowmore distillery, Islay

We find out what’s driving the thirst for red wine casks and how Bowmore is adapting to the shifting whisky market.

Hi Teddy, as an established authority with over 20 years in the spirits industry, tell us what makes Bowmore such a highly sought after collector’s brand (second most collectible single malt, according to Sotheby’s)?

 The fact that Bowmore is universal and suitable for both a novice or a seasoned whisky drinker. For a novice whisky drinker, Bowmore can be described as “rich and fruity with a smouldering complexity,” offering deep layers of approachable flavour. For a seasoned whisky enthusiast, Bowmore is a perfectly balanced, peated whisky, delivering a multi-layered tasting experience with each sip.

Bowmore’s signature lies in its distinct distillery character—an abundance of orchard fruits, maltiness, and citrus, enriched with a refined, smouldering complexity. This unique profile is further elevated through ageing in premium oak casks, including bourbon and sherry, enhancing its collectability and setting it apart as a highly prized brand among whisky connoisseurs.

What has been the most surprising shift in the premium whisky market not many might know?

The pandemic led to a major shift in consumption habits, with more people turning to home consumption. Post-pandemic, we saw a sense of celebration and a renewed desire to enjoy life, leading many to seek more premium and luxury expressions. As one of the most collectable whisky brands globally — ranked second in the world — Bowmore has used this shift to rethink how we present ourselves in the market. In response, we’ve introduced a new visual identity and released new expressions that lean heavily into the premiumisation of our brand.

Where do the Appellation expressions fit within the Bowmore portfolio, and why are non-fortified wine finishes a growing trend in whisky?

Wine finishes in whisky have gained popularity as they introduce complex, unique flavour profiles that distinguish them from traditional whiskies. When whisky is aged in wine barrels (such as sherry, port, or red wine), it absorbs fruity, spicy, or tannic characteristics from the residual wine, creating nuanced flavours that appeal to both whisky enthusiasts and new consumers.

This trend also reflects a broader movement in the spirits industry toward innovation and cross-category experimentation. Wine finishes, for instance, allow distilleries to offer seasonal or limited-edition whiskies, generating excitement and exclusivity around their products. In addition, with the rise of food and drink connoisseurship, consumers are more interested in exploring complex, layered spirits, and wine finishes align well with this curiosity for deeper flavour exploration.

We were also fortunate enough to taste the rare, 34-year-old limited release Dragon’s Prey, which sparked quite a bit of intrigue at the table. Can you walk us through its profile?

The Dragon’s Prey is the fourth edition of a series that Bowmore has created in collaboration with the acclaimed graphic artist Frank Quitely. The series pays homage to some myths and legends from Islay, the home of our distillery. This edition tells the stories of a noble warrior, Godrid Coven, who conquered a dragon who had brought a reign of terror to Islay.

This 34-Year-Old is an exceptional single malt, matured in five different cask types. The darker tone of the tale of The Dragon’s Prey has inspired the taste of this whisky — savoury barbecued pork notes dance on the palate alongside herbal hints of sage and bergamot, yet the sweetness prevails with ripe mango and dark bitter chocolate.

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