Top marketing moves in drinks: November

Bowmore to produce whisky for Aston Martin

After gaining a trademark for its name and wing logo to be used in relation to alcohol, Aston Martin has partnered with Bowmore on a range of limited edition whiskies and “innovative lifestyle experiences”.

Aston Martin said that Bowmore will become its exclusive spirits partner and will create exclusive bottlings that reflect “both brands’ commitment to heritage but also to cutting-edge design and manufacturing techniques”. Together with the whisky, the two brands will also be offering a series of exclusive events and experiences around the world.

Messaging from Drink Smart, Beam Suntory’s platform for communicating responsible drinking, will be incorporated into future projects between Aston Martin and Bowmore.

Commenting on the announcement, Albert Baladi, president and CEO of Beam Suntory, the owner of Bowmore, said: “It is exciting for an extraordinary brand like Bowmore to enter a global partnership with a brand of such high esteem and heritage, leading in its industry for beauty and craft for decades.”

It is not the first time that the car maker has ventured into alcohol. In 2015 it teamed up with Dom Pérignon to create a bespoke Champagne ‘cellar’ that fits into the boot of a car. The same year, Prince Charles announced that his DB5 had been converted so that it was powered on bioethanol derived from wine. Aston Martin has also lent its name to an £8,000 silver Martini set