Bowmore: shifting the Balance of Power

1998-1999 campaign for Bowmore Islay Single Malt Whisky. Bowmore had succeeded in establishing the brand, and had to maintain / increase distribution in multiples (which account for 64% of malt volume sales); at the same time they wished to maintain value and resist increasingly heavy pressure from multiples to discount, in a very competitive market.
Agency: Citigate SmartsAuthor: Diane Lurie

Bowmore

Shifting the Balance of Power

INTRODUCTION: LET'S HEAR IT FOR BOWMORE

Bowmore Islay Single Malt stood up for brand value in a market that was prostituting itself. 

Morrison Bowmore had developed a business strategy of building the brand and increasing its value, and was determined to see it through, despite the fact that powerful competitors were diverting serious monies from abovetheline to fund their discounting, and despite pressure from the multiples for Bowmore to discount at the same level. 

Bowmore needed the multiples because it wanted to build volume and share...

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